Diana Fryc On Voodoo Brands, Good Design Street Cheese & More

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.

In this episode…

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.