Magnetic Brand Energy
Becoming a magnetic brand isn’t complicated, but it does take courage—and Zest.
Magnetic brands don’t try to please everyone. They know who they’re for, and they show up with that truth — consistently, creatively, and without apology. They’re felt. They’re remembered. And they don’t fade into the noise.
In this book, you’ll uncover the ingredients that bold brands share, learn how to identify your own Zest Factor™, and understand how a brand resonates — not just once, but over time. Whether you’re launching a CPG brand, or evolving something that’s lost its edge, The Zest Factor will help you build a brand that’s not only relevant — but real.
This isn’t a branding checklist. It’s a creative philosophy for people who care deeply about what they’re putting into the world — and want their brand to reflect that with clarity, character, and bite.
The ingredients of a killer brand
There’s a reason brands succeed. The ones that stick aren’t louder or more aggressive — they’re simply, bravely themselves.
Brands with Zest are aligned. Every part of the brand — from the story to the packaging to the tone — comes from the same centre. It lands. It lingers. It feels right.
The Zest Factor™ is what happens when your brand is built on truth. It’s not a tactic. It’s not a trend. It’s the quiet confidence that comes from knowing exactly who you are — and expressing that with creative clarity.
From hot emerging snack startups to global Fortune 500 companies, what’s their secret? What’s the difference between a brand that fades and one that becomes felt.
After 20 years building brands across Canada and the U.S. — from early-stage CPG ventures to national retail launches — Zesty creative director Rachelle Hynes has found one simple truth:
The most unforgettable brands have a Zest Factor.
We asked for a little STOKE for our brand and Rachelle built us a freakin' BONFIRE ! Needless to say she’s our “main squeeze” on anything Firebean ENDLESS GRATITUDE 🙏🏽
