Origin Agency

What Origin Agency does

Origin Agency is a St. Louis-based creative services agency founded in 2006–2007 that specializes in CPG retail marketing, with a concentration in retail activation for consumer packaged goods brands. The agency serves brands at pivotal growth stages, helping them capture consumer attention and convert shelf presence into purchases through an integrated service offering that spans strategy, branding, package design, retail display, on-premise programming (bars and restaurants), and in-house photography and video production. Its client roster is heavily weighted toward alcohol-adjacent CPG categories—spirits (High Noon Vodka Seltzer, Jefferson's Bourbon, Código Tequila, Hangar 1 Vodka, Skrewball, Martell), wine (Mumm Napa, Folonari, Brancott, Nobilo), beer (Deschutes Brewery, Hahn), and emerging non-alcoholic spirits (Ritual Zero Proof)—alongside select food brands and lifestyle beverages such as LaCroix Sparkling Water. Approximately 90% of its business is sourced from repeat clients who engage Origin across multiple brand tenures throughout their careers.

The agency operates on a project and retainer-based professional services model with quote-based pricing that is not publicly disclosed. It pursues a sales-led go-to-market motion through direct enterprise engagement with CPG brand-builders, supplemented by participation in industry events and activations (retail trade shows, on-premise programming, festival activations such as the Bourbon and Beyond Music Festival). The company maintains a single headquarters in St. Louis, Missouri, and serves clients across the United States. Marketing channels are primarily driven by its website portfolio and case studies, industry awards (including the 2024 P2PI Omnichannel Marketing Award for a High Noon lenticular display campaign), and referral-driven repeat business.

In March 2026, the company received a strategic investment from Demeter Partners and appointed Mary Jo Behrman—formerly of Golin, Edelman, and Wipro—as Managing Partner to expand leadership and capabilities. The investment is explicitly targeted at enabling the agency to deepen capabilities and pursue more ambitious brand-building engagements for clients at growth-stage inflection points. The company remains privately held with 11–50 employees, and its ownership structure appears to combine founder control (Co-Founder Lance Thomas remains Chief Creative Officer) with a strategic minority stake held by Demeter Partners.

Name

Origin Agency

Legal name

Origin Agency

Website

https://originagency.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Origin Agency is a St. Louis-based creative services firm specializing in CPG retail marketing for spirits, wine, beer, and beverage brands. It offers integrated strategy, branding, packaging design, retail displays, on-premise programming, and in-house photography to help brands stand out at retail.

Ownership category

akta.pro rank

Product category

CPG Retail Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Packaging & Brand Identity Creative Agencies (MPAAAAAN)

akta.pro secondary industry

Shopper/Commerce Creative Agencies (Retail & Marketplace Creative) (MPAAAAAH)

Keywords

• CPG retail marketing
• Package design services
• Brand strategy consulting
• Retail display design
• On-premise programming

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Services: Origin Agency generates revenue through professional creative services including brand strategy, retail display design, packaging design, photography and video production, on-premise programming, and branding services for CPG brands. The agency operates on a project and retainer basis serving brands at various growth stages.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Origin Agency is a CPG retail marketing agency that delivers integrated creative services — brand strategy, brand identity, package design, retail displays and on-premise programming, and in-house photography and video — to consumer packaged goods brands. The agency helps brands capture consumer attention at retail by translating brand strategy into physical packaging, point-of-sale materials, branded spaces, and bar/restaurant activations that move products off the shelf and into carts.

Product overview

Origin Agency is a CPG retail marketing agency with nearly 20 years of experience, specializing in retail activation for consumer packaged goods brands. The agency offers a comprehensive suite of creative and marketing services: Strategy, Branding, Package Design, Retail Display, On-Premise Programming, and Photography & Video. These services work together to help CPG brands capture attention at retail, develop strong brand identities, and create compelling in-store experiences. The agency maintains a portfolio of case studies demonstrating work with notable clients including High Noon Vodka Seltzer, Jefferson's Bourbon, Ritual Zero Proof, LaCroix Sparkling Water, Código Tequila, Deschutes Brewery, Lucky One Lemonade, and American Whiskey Collective.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Strategic consulting services that forge paths for CPG brands to connect with consumers and achieve measurable retail results. The strategy offering sets the brand and retail-marketing direction that downstream packaging, display, and programming work builds from.
• Branding Brand development services that establish strong brand stories through a consistent voice, image, and outlook designed to resonate with consumers at retail and beyond.
• Package Design Packaging design services that translate brand strategy and identity into physical packaging intended to stand out on retail shelves, primarily for CPG brands in spirits, wine, beer, and food.
• Retail Display Retail marketing campaigns, displays, racks, and branded spaces designed to capture attention and secure floor space at on- and off-premise retail locations for CPG brands.
• On-Premise Programming Bar and restaurant outreach, personalized programming, and recipe development designed to engage bartenders and on-premise gatekeepers as brand advocates for CPG clients.
• Photography & Video In-house studio photography and video production that translates creative vision from concept through retouching into final printed and digital elements for CPG brand campaigns.

Quantifiable outcome

• 90% of business comes from repeat clients
• +1 more outcomes

Named customers21 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Terri & Sandy: Shopper and commerce-focused creative agency known for retail activation and brand-building work. Directly comparable to Origin's retail display and on/off-premise CPG specialization.
• Beardwood&Co: Mid-size creative agency with strong CPG, beverage, and retail activation capabilities. Compares to Origin in offering strategy, branding, packaging, and digital work for consumer brands across food and beverage.
• The Shipyard: Independent creative and marketing agency with deep CPG and beverage category expertise. Closely comparable to Origin in serving mid-market consumer brands with integrated retail and digital activation.
• Red Antler: Branding and packaging design agency specializing in launching and relaunching CPG brands. Highly comparable to Origin's package design and brand-building work for emerging and established consumer products.
• Planet Propaganda: Mid-size independent creative agency with CPG and consumer brand focus. Comparable to Origin as a similarly sized firm offering integrated strategy, branding, and packaging services.
• Mering: Mid-size creative agency providing brand strategy, identity, and packaging design for consumer brands. Comparable to Origin in scope of services and CPG focus.
• Pavone Marketing Group: Retail and shopper marketing agency with CPG expertise in packaging, in-store displays, and omnichannel campaigns. Directly comparable to Origin's retail activation and shopper marketing focus.
• Catapult Marketing: Retail and shopper marketing agency specializing in CPG in-store activation, packaging, and merchandising. Directly comparable to Origin's retail display and on-premise programming work.

Emerging players

• Tombras: Independent agency group with CPG, beverage, and consumer brand expertise. Comparable to Origin in serving brand-builders with integrated creative and retail activation services.

Broad incumbents

• RPA (Rubin Postaer and Associates): Large independent advertising agency with significant CPG and retail client roster. Comparable to Origin in CPG creative and shopper work, but operates at significantly greater scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/originagency
• Facebookfacebook.com/originagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Origin Agency