In today’s crowded food and beverage landscape, standing out isn’t just about having a great product. It’s about clarity, purpose, and connection. How do brands cut through the noise, build trust, and design packaging that not only looks good but actually sells?

Brand strategist and marketing leader Diana Fryc believes that lasting success comes from aligning strategy, design, and mission. She highlights how Voodoo Brands evolved beyond design into a full-service strategy and insights powerhouse, helping companies grow through thoughtful research, authentic storytelling, and smart commercial planning. Diana explains that “good design” isn’t just beautiful — it’s functional, emotional, and continues working long after purchase. By marrying aesthetic appeal with clarity and purpose, brands create long-term loyalty and cultural impact.

On this episode of the Firebelly Social Show, Duncan Alney talks with Diana Fryc, Chief Growth Officer and Partner at Voodoo Brands, to discuss brand evolution, good design, and consumer connection. They explore the rise of better-for-you products, the role of aesthetics in purchasing decisions, and why alt-channel strategies matter. Diana also shares her excitement for Seattle’s evolving food scene and, of course, her passion for great cheese.

Here’s a glimpse of what you’ll learn: 

• [3:36] Diana Fryc shares how Retail Voodoo became Voodoo Brands and expanded services
• [6:36] Why better-for-you products should become industry standard
• [8:27] How Voodoo University Substack offers founders powerful free insights
• [12:35] The real reason behind the endless protein product trend
• [19:26] Why alternative channels are underused goldmines for growth brands
• [25:35] The crucial differences between good design and beautiful design
• [33:37] The latest updates on Naturally Seattle and building local industry community

About Diana Fryc:

Diana Fryc is the Chief Growth Officer and Partner at Voodoo Brands, a leading brand strategy and consulting firm helping food, beverage, and wellness brands rise above the noise and drive impact. Under her leadership, Voodoo Brands has guided Fortune 500 corporations and startups through major growth challenges while expanding its strategic services. Diana also serves as Chairperson and President of Naturally Seattle, championing the growth of the Pacific Northwest’s natural products community, and hosts Gooder Podcast. 

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Diana Fryc on LinkedIn
• Voodoo Brands
• Voodoo University
• Gooder Podcast
• Dr. Jeremy Weisz on LinkedIn
• Rise25
• Naturally Seattle
• Elizabeth Corbett on LinkedIn
• Samuel Cohen on LinkedIn
• Joseph Whinney on LinkedIn

Quotable Moments:

• “Good design means beautiful and functional, not just it looks cool or it looks awesome.”
• “Taste is table stakes. Nobody is going to generally consume a long-term product that doesn’t taste good.”
• “We like big gnarly projects that change the world.”
• “There is no such thing as doing it alone. So let’s do it together anyways.”
• “People want beautiful things, whatever beautiful means to them and whatever they can afford to.”

Action Steps: 

1. Build brands with both beauty and function: Design packaging that communicates clearly while maintaining aesthetic appeal to attract consumers and boost loyalty.
2. Integrate research into brand development: Strong insights allow teams to make data-driven creative decisions and accelerate meaningful innovation.
3. Explore alternative sales channels early: Engaging with gyms, universities, or airlines helps growth brands diversify revenue and reduce dependency on retail.
4. Normalize better-for-you as the industry standard: Positioning health-conscious products as the default drives long-term consumer and environmental impact.
5. Strengthen community collaboration: Partnering with local organizations and peers fosters shared learning, resource exchange, and faster, more sustainable growth.