This week I had the pleasure of chatting with Melissa & Noelle from Governess. We dove into the fascinating world of consumer product goods (CPG), exploring their journey, the critical role of brand voice, and how design shapes impactful brands. We also tackled the challenges and opportunities within the CPG space, discussed AI's influence on copywriting, and highlighted the power of storytelling in brand building.
Melissa Blaser
Founder, Chief Creative Officer
Melissa spent 17 years at ad agencies TBWA\Chiat\Day, David&Goliath, and Crispin Porter + Bogusky writing campaigns for Old Navy, Pepsi, Gap, and Sephora before founding Governess in 2018 to work directly with CPG brand founders. She started as a messaging agency and has since built brands for Clio Snacks, Kopari Beauty, Diana’s Bananas, and Joon Foods. She’s an award-winning copywriter who’s language-obsessed and unapologetically biased toward brave brands. Melissa leads the Governess writers room and brings strong opinions about exclamation points and copy toolkits founders swear by.
Noelle Roth
Head of Design
Noelle has 12+ years of experience designing brands across food, beauty, and services. She started her career at Pentagram and Mullen, then moved into restaurant branding in Chicago at Grip before transitioning into CPG food and beverage branding in Los Angeles with Governess. Her work has won two 1st place Dieline Awards and featured in “top pick” roundups across multiple categories. She specializes in creating packaging systems that scale across product lines and stand out on shelf. Her approach combines strategic thinking with design excellence, ensuring packaging doesn’t just look good—it performs.
Governess Website – https://www.wearegoverness.com
Instagram @wearegoverness – https://www.instagram.com/wearegoverness
Melissa Blaser Email – melissa@wearegoverness.com
Noelle Roth Email – noelle@wearegoverness.com
Brand Mentions from the Episode:
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