BXC helps consumer brands align brand identity, product strategy, packaging design, Amazon content, retail presentation, and creative direction into systems built to perform in the real world. From founder positioning and naming to launch strategy, packaging ecosystems, SKU expansion, product storytelling, and go-to-market creative, the goal is simple: create work that feels cohesive, recognizable, and commercially effective across every touchpoint.
This is senior-level brand direction for CPG, lifestyle, DTC, Amazon, and active consumer product brands that need more than a nice logo. BXC connects strategy with execution so product, packaging, messaging, content, and sales channels work together instead of drifting apart. The result is a stronger brand foundation, better visual identity, sharper packaging systems, more useful product content, and creative that can hold up on shelf, on screen, in retail, and inside the algorithm.
BXC works with founders, startups, Amazon sellers, CPG teams, and brand leaders bringing new products to market or tightening brands already in motion. The work ranges from investor-ready positioning and launch creative to retail packaging systems, Amazon storefronts, A+ content, product storytelling, and scalable brand ecosystems designed to grow across SKUs, channels, retailers, and campaigns without losing cohesion. Whether the challenge is shelf presence, conversion, expansion, or simply getting teams aligned around a stronger creative direction, BXC helps brands move from scattered ideas to systems people can recognize, trust, and buy into.
Founded by Drew Dougherty, former Global Creative Director at O’Neill and creative lead across brands including Patagonia, Nixon, CamelBak, Giro, Hasbro, Callaway Golf, and emerging Amazon startups, BXC is shaped by firsthand experience building consumer product brands inside the worlds they serve. Surf, snow, outdoor, action sports, wellness, food & beverage, retail, and performance-driven lifestyle categories are not abstract markets here. They are part of the culture, retail environments, product expectations, sales channels, and real-world customer behaviors that inform the work from the beginning. That perspective helps BXC develop brand identity systems, packaging design, Amazon creative, retail storytelling, and go-to-market content that feels connected to both the product and the customers buying into it.
