Interested in starting your own entrepreneurial journey in marketing but unsure what to expect? Then read up on our interview with Lauren Casgren-Tindall, Founder of Crème de Mint, located in Miami Beach, FL, USA.

What's your business, and who are your customers?

Crème de Mint is a branding and packaging agency that is dedicated to creating brands people crave. We help food, beauty, and supplement businesses attract more customers through crave-worthy branding and packaging. We don't believe in cookie-cutter designs or bland packaging—instead, we curate brands packed with flavor and zest.

Branding isn't about just one element but the way each one comes together to tell a story that delights the customers. We craft each element with precision, research, and purpose, blending them together to produce a striking brand designed to highlight the brand's values, vision, and distinct brand personality.

Tell us about yourself

I founded Crème de Mint — a creative agency that specializes in branding and packaging — to champion entrepreneurs in the food, beauty, and supplement space. I like to say that we curate brands packed with flavor and zest (like helping one client expand into 150 stores post-rebrand and increase another's revenue by 30% through email marketing). I believe that great designs start with meaningful connections. As a creative partner, my team and I take the time to listen and understand each client's goals, transforming their vision into crave-worthy designs that reflect their values and resonate with their customers.

My love for design is steeped in my thirst for adventure and was initially sparked by my curiosity about costume design. The first time I walked past a costume shop in my school's theater department, I knew I had to be there! Fast forward to working at the Old Globe Theater and On and Off Broadway, where I learned everything I could about composition and presentation. I then went back to school for graphic design and found my true calling, going on to create branding and packaging for companies such as Avon, Victoria's Secret, Bliss, and Benihana, as well as clients in Australia, the UK, and the Netherlands. In 2010, I founded my own creative agency to give myself the freedom to work while traveling (a novel idea at the time). Crème de Mint allowed me to combine my design expertise with my passion for coaching entrepreneurs through the process of launching or growing their businesses. I believe in inspiring and empowering entrepreneurs to do what they love! This is what drives me.

What's your biggest accomplishment as a business owner?

As a business owner, I enjoy the feeling of accomplishment each time I create a brand that helps my client thrive and expand more than they ever imagined. I also feel good about the many awards we have won over the years.

What's one of the hardest things that comes with being a business owner?

I think uncertainty is the hardest part of being a business owner.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Understand your WHY before you start your business and build your brand story and your company culture around that. Even if you already have a business, understanding your WHY and infusing that within the fabric of your company is key to growth. Check out the book Start With WHY by Simon Sinek.
  2. Find a Mentor. Throughout my business, I have learned from others to help me with my business success. As I learn, I also like to share this with other business owners. Our blog focuses on helping entrepreneurs. We also have a Starting Your Business Email Series for business owners that send out weekly emails with valuable resources, worksheets, tips, and articles on starting your business. I love to inspire and empower entrepreneurs to do what they love!
  3. If this is your passion, be persistent. Starting or running a business is hard work, and there are many ups and downs. Always look for new ways to look at problems that arise and new ways to connect with your customers. There were times when things were going really well, followed by a slump where I had to take on a job to support my dream. Just remember there isn't one way to a successful business.

Where can people find you and your business?

Website: https://cremedemint.com
Facebook: https://www.facebook.com/cremedemint
Instagram: https://www.instagram.com/cremedemint
Twitter: https://twitter.com/cremedemint
LinkedIn: https://www.linkedin.com/company/creme-de-mint

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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