Look for agencies with experience in consumer packaged goods. While some may claim versatility, agencies with specific CPG background often understand unique challenges like shelf placement, retail partnerships, and consumer behavior patterns.

Ask about their experience with similar product categories, distribution channels, and market segments. This knowledge helps ensure they grasp the competitive landscape your startup faces.

Some agencies specialize in comprehensive brand strategy, while others focus primarily on visual identity. Determine whether you need help defining your brand positioning, messaging, or just logo and visual elements.

Consider if the agency offers both strategic thinking and creative execution, or if you'll need to work with separate specialists for different aspects of your brand development.

CPG startups often operate on tight timelines and budgets. Evaluate whether agencies can work within your constraints while delivering quality results.

Understand their typical project durations, revision policies, and how they handle scope changes. Some agencies work best with detailed briefs, while others thrive on collaborative discovery processes.

Brand development is a collaborative process. Assess whether the agency's communication style matches your team's preferences.

Consider if they prefer regular check-ins, detailed documentation, or more informal collaboration methods. Clear communication prevents misunderstandings and ensures alignment throughout the project.

Review their past work to understand their design aesthetic and problem-solving approach. Look for projects that align with your industry and brand goals.

Pay attention to how they've handled challenges similar to yours, such as launching new product lines or repositioning existing brands in competitive markets.