Resilient as F*k!

"Good brands have great tension." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with Viggy Venkat, the mastermind behind Tocha Foods. This isn’t your typical "hot sauce" story; it’s a masterclass in using customer discovery to identify a market gap so wide you could drive a distribution truck through it. Memorable Moments: The 75% Rule: Viggy reveals the data point that changed everything: the overwhelming majority of people want the flavor of peppers without the "face-on-fire" pain. The "Mom Test" Fail: Why Viggy gave early samples to everyone except his mother to ensure the feedback was raw and honest. The "Sauce Guy" Identity: Realizing that his personal brand is now inextricably linked to Tocha, and the healthy pressure that recognition creates. The White Space Strategy: A tactical breakdown of why Tocha chose a minimalist white label to stand out in an aisle dominated by aggressive imagery like skulls and flames. The Great Pivot: Why a founder who was "adamant" about staying Direct-to-Consumer (DTC) listened to the data and made the leap into retail. Iconic Quotes: "If a launch date is realistic, it's probably a bit too slow." "Retail is details... it's the accumulation of those details that set you up for success." "95% of people who try our brand for the first time try it because of the branding and the marketing. They stay because of the product." "You can't be paralyzed by the fear of failure, but you have to let that fear be the driver." Resources & Links: Tocha Foods: tochafoods.com Books Mentioned: Blue Ocean Strategy and The Mom Test Work With Vamp Brand Studio: We build resilient identities for founders ready to play the long game. From high-end packaging that stops the scroll to digital strategies that convert, we help you master the details. Website: vanpbrandstudio.com Services: Strategy, Identity, Packaging, Web, and Social

"Getting distribution is not easy... but the hard part is getting it off the shelf." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with CPG veterans Michelle McKay-Prychidny and Koreann Webster, the co-founders of Roadmap CPG. After serving as early key employees for industry giants like Vega and SmartSweets, they have seen exactly what it takes to survive the retail shelf—and the expensive mistakes that get brands kicked out. Key Topics Covered: The Unicorn Build: What it was really like inside SmartSweets during its massive growth, and how they built a groundswell of demand before ever hitting the US market. Retailer Apprehension: Why grocery buyers will say "no" to a great product simply because a founder doesn't know the industry language or onboarding process. The Trap of Going Too Wide: Why going deep with a few retailers and validating your sales is better than launching in 1,000 doors unprepared. Financial Foundations: The critical importance of trade spend guardrails, bottom-up forecasting, and planning your pricing strategy five years in advance. Cutting Through the Noise: Brilliant (and slightly crazy) email hacks to get the attention of busy retail buyers.

"Get a thousand people to try your product... it's gonna save you so much money later on." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with Tony, the co-founder behind Queen Street Bakery, to discuss the wild journey of transforming an allergen-friendly bread concept into a national powerhouse available in over 3,000 stores. Key Topics Covered: The Birth of 'Bread with Benefits': How a lack of nutritious, inclusive options led to a mission to recreate bread using superfood flours like chia seeds and beans. The Manufacturing Nightmare: The stressful reality of landing a national grocery deal with Loblaws only to realize their custom dough ruined standard commercial bakery machines. The 1,000-Person Rule: Tony explains why testing your prototype with 1,000 people (and finding the precise attribute they will actually pay for) is the secret to a successful launch. Selling the Vision: Why being an entrepreneur means constantly selling—not just to buyers, but to your team, suppliers, and manufacturers who need to take a chance on your wild ideas. Protecting the DNA: How to evolve your branding, logo, and packaging to meet market demands while keeping your core mission completely intact.

"If you ever knew what it would take to get where you want to go... you'd never do it." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with Jason James, the visionary behind Vegan Supply, to discuss the transformation of the vegan industry from a niche market to a powerhouse of innovation. Key Topics Covered: The Pivot to Plant-Based: How a Crohn’s diagnosis 25 years ago led to a lifelong mission of making veganism accessible through distribution and retail. Innovation Without Compromise: A look at the new frontier of vegan CPG, featuring breakthrough products like Juicy Marbles and Yo Egg that replicate the "experience" of food. The Founder’s Masterclass: Why a strong "Why" is the only thing that survives the CPG grind. Branding & Retail Strategy: Jason explains why "Retail is Details" and how packaging, social media, and relationship-based distribution set successful brands apart. De-Risking the Shelf: Advice for small founders on navigating the "pay-to-play" retail landscape and leveraging incremental improvements to win over buyers. Resources Mentioned: Vegan Supply :https://vegansupply.ca/ Documentary: Earthlings Event: Planted Expo Connect with Vanp Brand Studio: Website: www.vanpbrandstudio.com Services: Strategy, Identity, Packaging, Web, and Social Design for Resilient Founders.

"I thought, I'm going to make mistakes and that's okay. And I was okay with it all. So just be kind to myself about it. But learn as much as I can." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with Katie Merchant, the beekeeper and visionary behind The Honey Merchants, to discuss her transformation from a stay-at-home mom to a thriving CPG founder. Key Topics Covered: The Spark: How her toddler's fear of a house fly inspired Katie to buy 20,000 bees and eventually start a honey empire. The "Year of Yes": Leveraging ADHD as a superpower to hyper-focus and jump from doing just 1 or 2 markets to 47 in a single year. Scaling and Imposter Syndrome: Surviving a 10.5-hour booth setup at the Calgary Stampede and learning to hold her own alongside global, multi-million-dollar brands. Community & Education: Why going into classrooms to teach kids about bees—and handing out honey sticks and "I Love Alberta Bees" buttons—is her favorite way to build a brand footprint. The Power of "No": Learning to set boundaries, walking away from massive events for the sake of family time, and leaning into a direct-to-consumer sales model. Resources Mentioned: The Honey Merchants: thehoneymerchants.com Events & Markets: Calgary Stampede, Saskatoon Farm, Lilac Festival, and The Brewery and the Beast Retailers: Main Street Market (Okotoks and Strathmore) and Jolene's Tea House (Banff) Connect with Vamp Brand Studio: Website: https://www.vanpbrandstudio.com/ Services: Strategy, Identity, Packaging, Web, and Social Design for Resilient Founders.

In this episode of Resilient as F*k!, Vivian Perez sits down with Tirzah Adrian, a passionate entrepreneur, to talk about the challenges of burnout, overcoming self-doubt, and building a brand rooted in community and collaboration. Tirzah shares how she learned to trust herself, embrace vulnerability, and collaborate with others to create deep connections with her audience and expand her brand’s reach.This episode is packed with emotional insights and practical strategies for entrepreneurs navigating setbacks, fear of failure, and personal growth.Key Takeaways:Trust Your Instincts: Your intuition is built from experience—learn to trust it.Vulnerability Builds Connection: Sharing your story humanizes your brand and deepens relationships.Collaboration Amplifies Impact: Partnering with others helps scale your business while maintaining authenticity.Prioritize Self-Care: Emotional well-being is critical for sustainable business growth.Memorable Moments:Tirzah’s reflections on burnout and how it impacted both her business and personal life.A moment when collaboration with trusted partners helped her regain momentum after a major setback.Tips on integrating self-trust, storytelling, and collaboration into your business strategy.Where to Listen:Catch the full episode on Spotify, Apple Podcasts, or vanpbrandstudio.com for more insights on building resilient brands that connect.

In this episode of Resilient as F*k!, Vivian Perez sits down with Isabelle Guilmette, the heart behind Washboard Soapery & Such—a natural soap and personal care brand that started with a DIY deodorant and evolved into a 130+ SKU product line. What began as a passion project in her kitchen grew into a thriving, values-driven business rooted in beauty, slowness, and integrity. Isabelle opens up about how she’s scaled intentionally and navigated major curveballs—from a flooded studio to a hospitalization that forced her to rethink her entire structure.This episode is a heartfelt reminder that slow growth, strong systems, and staying rooted in your why are not just nice-to-haves—they’re how you build something that lasts.Key Takeaways🧼 How a single DIY deodorant sparked a full personal care line💥 How unexpected challenges (a flood + health crisis) became turning points✨ Why beauty isn’t just surface-level—it’s how you show care, depth, and intentionMemorable Moments“This brand was born from necessity—but it bloomed from love.” — IsabelleThe story of how a flooded studio pushed her to rebuild smarter, not harderHer approach to branding as care—through touch, scent, storytelling, and textureWhere to Listen:Catch the full episode on Spotify, Apple Podcasts, or vanpbrandstudio.com for more insights on building resilient brands that connect.

In this episode of Resilient as F*k!, Vivian Perez sits down with Andy Knox, the founder of Knox Your Socks Off Hot Sauce, to talk about his journey from homegrown side hustle to an award-winning product line. Andy shares how experimenting with ingredients, listening to customers, and showing up consistently built a business that’s as bold as the flavors in every bottle.When Andy Knox started playing with hot sauce recipes in his kitchen, he had no idea it would lead to international flavor awards, a strong community following, and a brand known for turning up the heat in the most unexpected ways. Andy walks us through his spicy journey—from refining recipes through customer feedback at farmers' markets to winning international awards and scaling with authenticity. This one’s for the founders blending purpose with punch—and looking to grow with heart.This episode is packed with:🔥 Lessons in trusting your gut (literally and figuratively)🌶️ Tips for using community feedback as a growth engine🏆 How to grow organically—and win awards doing itKey TakeawaysLean into what your community tells you—they’ll shape your productBranding is more than design—it’s how you show upPassion, grit, and experimentation— can take you from scrappy beginnings to shelf-worthy successMemorable MomentsHow Andy’s passion project turned into a premium hot sauce lineThe power of customer feedback in local marketsWhy authenticity (and good flavor) always winsWhere to Listen:Catch the full episode on Spotify, Apple Podcasts, or vanpbrandstudio.com for more insights on building resilient brands that connect.

How to build a successful brand without formal training? In this episode of Resilient as F*k!, Vivian Perez sits down with Leah Yard, founder of Leah Yard Designs to share her journey from crafting jewelry as a hobby to building a thriving brand—without formal training or a business degree. In this episode, Leah opens up about battling imposter syndrome, navigating the emotional highs and lows of entrepreneurship, and how embracing a growth mindset transformed her path.Listen in for actionable takeaways on starting a business, the importance of personal development, and the courage to pursue your passion. If you’ve ever doubted your next big move, this conversation is for you!Key takeaways:The Importance of Self-Belief – Confidence and persistence were crucial in turning her creative vision into reality.Social Media is a Double-Edged Sword - While it's great for exposure, it can also distort reality and create unrealistic expectations.Find your rhythm - Some thrive in fast-paced action, while others need deep focus—both are valid approaches.Memorable Moments:Leah's unusual upbringing on a Lighthouse island and how it sparked her creativity.Start Before You Feel Ready - Leah Yard never felt "ready" to launch her business but did it anyway."If you want to start something, just go for it." Leah's advice for aspiring entrepreneurs.Where to Listen:Catch the full episode on Spotify, Apple Podcasts, or vanpbrandstudio.com for more insights on building resilient brands that connect. 

In this episode, Vivian Perez and Sara Jónsdóttir discuss how Revol Cares was built to solve real problems for women through sustainable and socially impactful products. Sara opens up about the importance of storytelling, transparency, and balancing profitability with purpose.Key Takeaways:Sustainability as Core: Building sustainability into your brand’s DNA fosters trust and long-term success.Storytelling Matters: Authentic storytelling helps create emotional connections with customers.Balancing Growth and Impact: Navigating financial trade-offs is necessary to maintain both sustainability and profitability.Memorable Moments:Sara’s reflections on how personal experiences inspired her product innovations.The story of how customer feedback influenced packaging and product development.Tips on simplifying messaging to better educate consumers without overwhelming them.Where to Listen:Catch the full episode on Spotify, Apple Podcasts, or vanpbrandstudio.com for more insights on building resilient brands that connect. 

Overview:Vivian Perez and Myles Powell dive into the importance of small wins in building resilience and long-term success. Myles reflects on the lessons he’s learned from early setbacks, the role of community in his growth, and how focusing on incremental progress helped him build Myles Comfort Food.Key Takeaways:Celebrate Small Wins: Every step forward builds momentum.Adaptability is Key: Resilience comes from being open to change and pivoting when necessary.Community Matters: Surrounding yourself with supportive collaborators accelerates growth.Memorable Moments:Myles’ reflections on turning a failed launch into a learning experience.How small milestones helped him maintain motivation during tough times.His advice on building community support to amplify growth.Where to Listen:Catch the full episode on Spotify, Apple Podcasts, or vanpbrandstudio.com.

Overview:Vivian Perez and Daniela Marin discuss the journey of introducing yerba mate to the Canadian market. Daniela dives into the challenges of educating consumers, adapting a traditional product for a new audience, and maintaining a focus on sustainability and community.Key Takeaways:Educating Your Audience: Simplify your messaging to connect with consumers unfamiliar with your product.Balancing Tradition and Innovation: How Daniela adapted yerba mate’s flavor and positioning for a Canadian audience.Navigating Challenges: Why resilience and adaptability are crucial for breaking into a competitive market.Memorable Moments:Daniela’s reflections on the importance of storytelling in introducing a new product.The decision to cold brew yerba mate to reduce bitterness while maintaining its health benefits.Lessons learned from navigating Canadian food and beverage regulations.Resource: Packaging guidelines HEREWhere to Listen:Catch the full episode on Spotify, Apple Podcasts, or vanpbrandstudio.com. 

In this episode of Resilient as F*k!, Vivian Perez chats with Eliza Trendiak, founder of Lavoh, about her journey from running service-based salons to creating a sustainable reusable makeup remover cloth line. Eliza shares how she transformed unexpected production delays into an opportunity to create a high-impact product launch. From navigating manufacturing obstacles to leveraging grassroots marketing and her network, Eliza’s story is a powerful example of resilience and strategic thinking.Key Takeaways:Turning Downtime into Opportunity: How Eliza used production delays to build momentum and craft a pre-launch strategy that made an impact.Leveraging Your Network: The power of reaching out to influencers, journalists, and collaborators to amplify your brand’s visibility.Resilience in Action: Why staying adaptable is essential for overcoming challenges in product development and launch.Memorable Moments:Eliza’s decision to work with a children’s product manufacturer to ensure the highest quality for Lavoh.How a six-week shipping delay became a golden opportunity to connect with her audience and build buzz.Her reflections on managing the emotional rollercoaster of entrepreneurship and the importance of a strong support system.Where to Listen:Catch the full episode on Spotify, Apple Podcasts, or at vanpbrandstudio.com.

Overview:In this episode, Vivian Perez chats with Tara Duncan, founder of Urban Calm Coffee, who shares her journey from an unfulfilling job to creating a coffee brand focused on calm. Tara talks about the importance of a clear brand vision, the value of listening to the market, and how resilience has guided her through challenges.Key Points:From Idea to Brand: Tara’s journey began with a brainstorm on a beach, figuring out what she wanted Urban Calm Coffee to look and feel like.Learning from the Market: Tara describes how she tested ideas directly with customers, saying, “I’ve literally gone to markets just to try something completely new and see if people respond to it.”Resilience and Consistency: Tara reminds us, “Passion is only going to take you so far. When you’re at a market, it’s 35 degrees, and nobody’s buying—can you still keep going?”Memorable Quotes:“It’s not just about the product. It’s about the feeling you get with this product... It’s more than just coffee; it’s the calm moment it brings.”“Every decision, from the packaging to the colors, had to be part of the bigger picture... It’s about creating a vibe that resonates.”Where to Listen:Catch the full episode on Spotify, Apple Podcasts, or vanpbrandstudio.com for more insights on building resilient brands that connect.

In this episode, host Vivian Perez sits down with Isabelle, the founder of Remix Snacks, to discuss the real journey behind building a brand in the CPG industry. Isabelle shares her story of going from kitchen creations to major retail, and the lessons learned through distribution challenges, moments of doubt, and the importance of trusting herself along the way.Key Takeaways:Finding Resilience in Setbacks: Isabelle opens up about handling the hurdles of the grocery industry and staying motivated through challenges.Knowing When to Pivot: From pitching on Dragon’s Den to shifting her distribution strategies, Isabelle shares insights on adapting to grow.Building a Brand with Purpose: Learn how Remix Snacks aims to make a positive impact by reducing food waste and promoting healthier snacking.Memorable Quotes:"Every challenge is a step forward if you’re willing to keep moving.""Trust your instincts and stay connected to your purpose—it’ll get you through the hardest days."Connect with Us:Don’t miss a new episode every Thursday on vanpbrandstudio.com. Follow us on Spotify, Apple Podcasts, and all major platforms!

Ep1: Sweet Dreams, Hard LessonsOct 30 In this debut episode of Resilient as F*k!, host Vivian Perez shares the story of her very first business—a high-end cupcake venture she started with her mom in Bogotá. Fueled by passion and excitement, they launched with high hopes, but their experience at a vintage fair taught them some tough lessons about audience, pricing, and choosing the right events for their product.Vivian reflects on how this “first big failure” became a turning point, ultimately inspiring her to create Resilient as F*k!, a space for candid conversations about the ups and downs of the entrepreneurial journey.Key Takeaways:Importance of Knowing Your Audience: How mismatched expectations led to a tough lesson in understanding who your product is really for. The Right Place, the Right Price: Discover why event selection and price alignment matter, and how missing these can impact sales.Failure as Fuel: Hear how Vivian’s dad’s advice to “keep going” planted the seed for this podcast and helped her see failure as part of the journey. Memorable Quotes “Good job. This is the first failure of many more. Keep going.” Vivian’s dad on why failure is essential to growth. “Every failure is a lesson, and every setback is a step toward success.” Vivian Perez, on the mission of Resilient as F*k!.Have a story of your own “epic f* up” that turned into a triumph?Share it with us, Subscribe to Resilient as F*k! for more real stories of resilience. Follow along for the raw, real stories behind success in the CPG industry.