Fred&Co.

What Fred&Co. does

Fred&Co. (legally Winifred & Company LLC) is a privately held branding and packaging design studio founded in 2019 by Molly O'Neill in Minneapolis, Minnesota. The studio builds brand identity systems for CPG, lifestyle, food and beverage, and tech clients, offering three core service categories: Brand Identity Build (strategy, naming, visual identity, brand book), Brand Implementation (packaging, websites, illustration libraries, motion design), and Ongoing Support (fractional creative direction, campaigns, collateral). A small core team of approximately 10 people is supplemented by a flexible constellation of independent creatives assembled per project, which lets the firm scale expertise without fixed overhead.

The studio generates revenue primarily through professional services engagements structured as either a 2-3 week Brand Intensive or a 5-8 week Full Branding Project, plus ongoing retainers. Pricing is quote-based and not publicly disclosed. A secondary revenue stream comes from Fred's Shop, which sells digital templates ($15-$50 each), merchandise, and a $9/month Fred's Mail Club subscription. Distribution is sales-led via direct email inquiries ([email protected]), supported by a portfolio website, organic social channels (Instagram, Pinterest, Twitter/X, LinkedIn), an email newsletter, earned media in design publications, and a direct-to-consumer e-commerce storefront.

The company maintains no outside funding, no parent entity, and no public listing. Its competitive positioning emphasizes bold, clean, friendly design, a queer and woman-owned identity, and industry recognition including a DIELINE Awards 2025 shortlist, a Typewolf Site of the Day (2023), and features in CPGD and The Brand Identity.

Name

Fred&Co.

Legal name

Winifred & Company LLC

Website

https://fredandco.studio

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Fred&Co. is a Minneapolis-based branding and packaging design studio that builds brand identity systems for CPG, lifestyle, food and beverage, and tech clients through project engagements and retainers.

Ownership category

akta.pro rank

Product category

Branding and Packaging Design Services

NAICS

Graphic Design Services (541430), Graphic Design Services (54143), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Packaging & Brand Identity Creative Agencies (MPAAAAAN)

akta.pro secondary industry

Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB)

Keywords

• Brand identity design
• Packaging design
• Creative studio services
• Visual identity design
• Brand strategy consulting

Headquarters

HQ city

Minneapolis, Minnesota

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. Brand Identity Services: Full branding projects and brand intensives for CPG, lifestyle, food, and tech brands. Includes visual identity, strategy, naming, and brand book creation.
2. Brand Implementation: Packaging design, website design/build, marketing materials, illustration libraries, photoshoots, and motion design services.
3. Ongoing Support & Retainer: Fractional creative direction, campaigns, pitch decks, printed and digital collateral on ongoing basis.
4. Digital Products & Merchandise: Templates and digital downloads sold through the Fred's Shop including brand book templates, proposal templates, and cold outreach kits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Fred&Co. is a branding and packaging design studio that builds brand identities for CPG, lifestyle, food, and tech brands. Core services include Brand Identity Build (visual identity, strategy, naming, brand books), Brand Implementation (packaging, websites, motion design, illustration, photoshoots), and Ongoing Support (fractional creative direction, campaigns, collateral). The studio also sells digital templates and a monthly subscription product called Fred's Mail Club through Fred's Shop.

Product overview

Fred & Co. is a branding and packaging design studio offering a portfolio of services organized into three core service categories: Brand Identity Build (foundational branding including visual identity, strategy, naming, and brand books), Brand Implementation (packaging, websites, illustration libraries, and motion design), and Ongoing Support (fractional creative direction, campaigns, and collateral). The studio also provides two service packages: Brand Intensive for fast-track 2-3 week branding projects and Full Branding Project for comprehensive 5-8 week identity systems. In addition to services, Fred & Co. sells digital products including the Brand Designer Freelancer Pack (a bundle of Project Proposal Template, Cold Outreach Deck & Emails, and Brand Book Template), plus Fred's Mail Club, a monthly subscription delivering stickers, recipes, and studio updates.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Identity Build Foundational branding engagement including brand audit, visual identity, strategy and positioning, naming, voice guidelines, and brand book creation for brands needing a comprehensive identity foundation.
• Brand Implementation
• Ongoing Support
• Brand Intensive
• Full Branding Project
• Brand Designer Freelancer Pack
• Project Proposal Template
• Cold Outreach Deck & Emails
• Brand Book Template
• Fred's Mail Club

Named customers20 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered supporting and minor.

• Howdy (Strategy & Messaging)supportingStrategic or Co-development PartnerCollaborated with Howdy on Sway vodka soda brand refresh for Korean market, providing strategy and messaging services alongside Fred&Co.'s creative direction and design.
• Middle Child (Strategy & Positioning)supportingStrategic or Co-development PartnerPartnered with Middle Child on Two Dog Circus brand refresh, with Middle Child providing strategy, positioning, and messaging while Fred&Co. brought visuals to life.
• MerakiteminorStrategic or Co-development PartnerKinhive founders from Merakite came to Fred&Co. with foundational creative direction for their AI-powered team matchmaking product for female founders.
• Magenta Creative (Illustration)supportingStrategic or Co-development PartnerCollaborated with Magenta Creative for illustration work on Campagna Coffee brand identity.
• Ambio BrandingsupportingStrategic or Co-development PartnerPartnered with Ambio Branding for naming, strategy, positioning, and messaging on Relic Modern furniture company brand development.
• Herefor (Foundational Brand)supportingStrategic or Co-development PartnerSway vodka soda project built on foundational brand work by Herefor.
• Elizabeth GoodspeedsupportingStrategic or Co-development PartnerArchivist collaboration with Elizabeth Goodspeed on Queer Design Club brand refresh, utilizing archival imagery from her queer design archive.

Scale indicators2 records

Recent moves2 records

Expansion highlights6 records

Others

• Mucca:

Regional players

• Barkley: Independent Kansas City-based creative agency with brand strategy, identity, and packaging capabilities serving CPG and consumer clients. Regional peer with overlapping capabilities but broader full-service agency scope.

Direct peers

• RoAndCo: Brooklyn-based brand and creative studio with deep CPG, beauty, food, and lifestyle work, focusing on visual identity, packaging, and art direction. Strong category overlap with Fred&Co.'s CPG/food/lifestyle client base and similar boutique positioning.
• Outline Studio: Small, design-led brand identity studio working with consumer, lifestyle, and food brands on visual identity, packaging, and brand strategy. Comparable boutique scale and CPG/food/lifestyle focus.
• Civilization: Independent branding and design studio working with food, beverage, lifestyle, and consumer brands on identity, packaging, and strategy. Similar boutique scale and CPG-heavy client mix.
• Manual Creative: Minneapolis-based independent creative studio offering brand identity, packaging, and creative strategy for CPG, food, and lifestyle clients. Closest geographic and category peer to Fred&Co., operating with a similarly small, senior team model in the same Minneapolis market.
• Order Design: Boutique branding and packaging design studio focused on CPG, beauty, and food brands with full identity, naming, and packaging services. Directly comparable in service mix, customer vertical mix, and boutique scale to Fred&Co.
• &Walsh: Independent brand and design studio known for bold identity, packaging, and editorial work with consumer and lifestyle brands. Comparable in offering, scale, and design-forward positioning to Fred&Co.

Broad incumbents

• Design Bridge: Global brand and packaging design agency (WPP-owned) with deep CPG and lifestyle practice including naming, verbal identity, packaging, and brand strategy. Overlaps with Fred&Co. across CPG/lifestyle verticals but operates at enterprise holding-company scale.
• Pentagram: The largest independent design consultancy, with partners specializing in brand identity, packaging, and strategy across CPG, tech, and lifestyle. Competes for the same enterprise branding work as Fred&Co. but at materially larger scale and budget tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/fredandcostudio
• LinkedInlinkedin.com/company/fredandco-studio
• Instagraminstagram.com/fredandco.studio
• Pinterestpinterest.com/fredandcostudio

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Fred&Co.