After a challenging 2024, Lemon Perfect knew it was time for a bold reset. Founder Yanni Hufnagel led the charge with a reengineered bottle and improved formula, but the brand’s comeback wouldn’t be complete without a new look. Enter Paula Grant and creative studio Suite9C, tasked with developing a daring visual identity refresh. This is the story of how a brand turned setback into spotlight.

Also in this episode: the hosts unpack Guayaki’s unprecedented rebrand to Yerba Madre and what it means for the category-defining brand. They also dive into Gopuff’s new GoXL product and whether “value” is shaping up to be a defining theme of 2025.

Show notes:

0:45: All Rain, All Rain, All Rain. A Dead Rabbit, A Great Thing. Madre Musing. XLerated Delivery. – Where’s that Texas heat? The hosts encounter a rainy, gloomy Austin, but at least The Dead Rabbit delivers on every front. Prior to Taste Radio’s meetup later in the day, they discuss Guayaki’s rebrand to Yerba Madre and why they’re excited to hear from Ghost co-founder Dan Lourenco at BevNET Live. John professes his love for Gopuff, but is he excited about the prospect of buying 12 rolls of toilet paper from the delivery platform? Ray feels left out of a meeting with an Austin-based founder of chai drinks.

12:55: Paula Grant, Founder, Suite9C & Yanni Hufnagel, Founder, Lemon Perfect – Paula chats about Taste Radio’s NYC meetup and stealthy afterparty, before Yanni talks about how Lemon’s Perfect’s product quality issues spurred the company’s refreshed formulation and decision to pursue a brand refresh. Paula Paula explains why she rejects the traditional “agency vs. founder” model, instead favoring deeply collaborative, in-the-room design processes. Yanni, a self-described detail obsessive, talks about their intensely collaborative design process, from aligning on visual simplicity to debating tiny but crucial details, like color balance, label hierarchy, and shelf visibility. Paula emphasizes the importance of powerful design that is about aesthetics, storytelling, brand trust, and commercial performance. They both discuss how the refreshed identity positions Lemon Perfect for future innovation and category expansion.

Brands in this episode: Yerba Madre, Ghost, Uncrustables, Chobani, Kimbala, Lemon Perfect, Vitaminwater, BodyArmor

The latest episode of Elevator Talk features leaders from Joon, Scobucha, Hey!Hunger, Jozo and Fable Fish Co.

Watch founders and CEOs introduce their brands and provide a recap of recent news and updates. This week’s special co-host is Eleanor Hayden, the founder & CEO of Hayden Consultancy, who shared her thoughts, questions and feedback with the participants. She is joined by Ray Latif, the editor and producer of the Taste Radio podcast.

Founders and CEOs of early stage food or beverage brands are invited to join future shows to pitch their products, discuss recent news and get feedback from industry experts. It is free to participate and interviews will be conducted remotely. Apply for a future episode of Elevator Talk.

What happens when a celebrated food personality brings her passion for clean eating to the wine aisle – and helps launch a brand that's redefining what’s in your glass?

Katie Lee Biegel, the bestselling author, Food Network celebrity and co-founder of Kind of Wild wines, discusses her journey into the organic wine business and how she’s building a purpose-driven brand rooted in sustainability, transparency, and clean ingredients.

Launched in 2021 by brothers Jordan & Adam Sager, Kind of Wild markets certified organic, zero-sugar, vegan-friendly wines with no harmful additives, and a growing portfolio of varietals from around the world. Katie joined the company as a co-founder in 2023.

Within our conversation, Katie opens up about the challenges and evolution of the food and beverage industry over the last two decades, including the rise of social media and the changing role of food influencers. From grassroots wine tastings to strategic distribution through Southern Glazer’s, she outlines how Kind of Wild is balancing digital engagement with real-world connection to scale its reach and stay close to its consumers.

Show notes:

0:25: Katie Lee Biegel, Co-Founder, Kind Of Wild – On location at the Nassau Paradise Island Wine & Food Festival in The Bahamas, Katie Lee Biegel shares her journey from West Virginia comfort food to co-owning Kind of Wild. She discusses her approach to menu curation, emphasizing intentional wine pairings, and how she blended her love for Southern cooking blends with island-inspired ingredients for a dinner at the festival. Katie reflects on her move into the wine space in 2023, driven by a desire for organic, additive-free wines after personal struggles with wine hangovers. Katie also talks about the evolving food media landscape, why in-person connections are key to building a loyal community and why retail is the key to accessibility.

Brands in this episode: Kind of Wild