Filthy Foods founder and CEO Daniel Singer has a particular ethos when it comes to how he approaches business, starting with his company name.
“I’m from a little island in Europe where it’s always raining. And, Marc, my brother is only 10 months younger than me. So as kids, we were always outside and playing and getting covered in mud, and always being happy,” Daniel says. “My mom was always like, ‘Look at you. You’re bloody filthy the pair of you. You’re bloody filthy!’ So, we thought wouldn’t it be interesting to start a company that was really maniacal about quality and guest experience, and call it ‘Filthy’?”
Filthy Foods might sound dirty, but their packaging is simple and vibrant, and their company goal is clear: to make high-quality garnishes for people that care about cocktails. But their branding wasn’t always that simple.
Listen to episode eight of Amazon’s This Is Small Business podcast to get insight into Filthy Foods packaging philosophy and how Daniel looks at unboxing as a key element of marketing their products. Plus, hear from Kaila Piepkow, owner and creative director of packaging design studio Dox Design, about how the unboxing experience plays a role in marketing a brand.
