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Digital asset management for CPG brands, built for the creative side of the shelf
Every SKU, seasonal refresh, and regional variant multiplies the creative your team has to manage. Air is digital asset management for CPG brands that keeps one approved version of every asset in a single visual library. Then helps you adapt it for every retailer, channel, and format without starting over.
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The consumer brands people love run on Air
A CPG brand has a content problem because the work scales faster than any folder system can hold. Hundreds of SKUs, a packaging refresh every season, a different asset spec for every retailer, and a steady stream of UGC all pile up at once. Air gives that work a single source of truth, so a marketer, a retail partner, or an agency can always find the current, approved version without guessing from an old Dropbox link.
One system for the creative behind every product
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One approved version per SKU, even through a seasonal refresh
Hundreds of SKUs and regional packaging variants create a maze of near-identical files. Air's Version Stacking keeps every iteration on top of the original, so the latest approved packaging shot replaces the old one without a file version graveyard. Custom Fields also tag each asset with status and usage rights, so approval state is visible at a glance and no one ships last season's label by mistake.
Collect, approve, and tag content your social teams can actually use
CPG lives and dies by a constant flow of creator and fan content. Air gives that loop structure: collect UGC through public upload links, mark each asset as approved and note which channels it's cleared for, then let your social and paid teams pull only what's ready.
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Sales, retail partners, and agencies find approved assets without pinging you
The brand team shouldn't be a human search engine. With access-controlled Libraries and Secure Share Links (which are protected by passwords, expiration dates, and email-gating) stakeholders can self-serve the approved assets they need while work-in-progress stays private. Everyone gets the right file; no one gets the unapproved one.
How a product asset should move from shoot to shelf
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Bring every shoot into one place
Import packaging and campaign photography, plus video from your cloud storage, and the original folder structure converts straight to Air boards. AI auto-tags each asset on upload by object, scene, and concept, with AI color recognition on top, so the library is searchable before anyone lifts a finger.
Turn one approved hero into every format the shelf demands
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One hero asset, every retailer and channel format
A single approved campaign image has to become an Amazon tile, a retailer banner, a TikTok cut, and an email header. In Air's Canvas, teams reframe for each channel, remove or swap backgrounds, and batch-edit across dozens of SKUs at once. All from creative that's already approved, so brand control never slips.
Push product imagery live without the download-reupload shuffle
CDN links let you publish an asset straight to your owned channels, and current-version links (in beta) resolve to the latest version of the asset wherever the link's already in use. Prefer to work inside your storefront? Air for Shopify (Enterprise plan) lets you browse and search your Air library from the Shopify admin and publish static copies of product imagery straight into a product's media gallery.
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Know what's cleared right on the asset
Talent in a product shot, an influencer's clip, a licensed image: each comes with rights that expire. Air tracks usage rights and expiration dates as Custom Fields, visible in Kanban view, and Facial Recognition helps you track and manage usage rights for people-focused assets. It's rights tracked on the asset, so the right question gets asked before an expired image goes live.
Consumer brands already build this way on Air
"Air saves me, over the course of a month, around three days of time. That's hours I'm not following up with people to find assets and hours I'm not spending discussing approvals with different social teams"
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"Air has been a huge help in organizing the campaign in a visual way."
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"I think in a week, I was spending at least 12-15 hours in Dropbox sorting out assets, trying to locate stuff for people. That was a very significant part of my week. It required so much ongoing maintenance, and now I’m probably in Air 1 or 2 hours a week, max."
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"Air saves me, over the course of a month, around three days of time. That's hours I'm not following up with people to find assets and hours I'm not spending discussing approvals with different social teams"
"Air has been a huge help in organizing the campaign in a visual way."
"I think in a week, I was spending at least 12-15 hours in Dropbox sorting out assets, trying to locate stuff for people. That was a very significant part of my week. It required so much ongoing maintenance, and now I’m probably in Air 1 or 2 hours a week, max."
Support every step of the way
Enjoy hands-on support from experts in creative operations, file digitization, and streamlined workflows.
Book a demo
Get a personalized walkthrough from a real human, tailored to your team’s bespoke needs.
Move your content
Get in-person support moving your content from legacy systems—metadata, rights, and version history preserved.
Take flight
Get ongoing guidance from a dedicated expert to structure and scale your workflow through best practices.
Give every product the creative system it deserves
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Digital asset management for CPG brands FAQs
Digital asset management for CPG brands is a system for organizing, approving, and distributing the creative behind your products: packaging shots, campaign photography, video, and UGC, so the current approved version is always easy to find and reuse. Air goes further than a traditional DAM that only stores finished files: it keeps the full context of each asset so teams build on approved work instead of recreating it.
A PIM manages product data, AKA specs, pricing, and descriptions that feed the digital shelf. A DAM like Air manages the product creative and the workflow around it: the images, video, packaging versions, and approvals. Most CPG brands run both: the PIM handles the data feed, and Air handles the creative that data points to.
Version Stacking keeps each SKU's iterations on a single stack with the latest approved version on top, and Custom Fields tag assets by campaign, status, and usage rights. Instead of hunting through near-identical files, teams filter to exactly what they need.
Yes. Access-controlled Libraries and Secure Share Links (with passwords, expiration dates, and email-gating) let partners self-serve approved assets while work-in-progress and unapproved versions stay private.
Air tracks usage rights and expiration dates as Custom Fields visible in Kanban view, and Facial Recognition helps track and manage usage rights for people-focused assets. It's rights tracking built onto the asset, not a separate licensing or compliance product.
Yes. On the Enterprise plan, Air for Shopify lets you browse and search your Air library from the Shopify admin and publish product imagery straight into a product's media gallery. But it’s important to note that assets added through the Shopify integration are uploaded into Shopify as static copies, not live, syncable CDN links.
For visual and creative assets, yes. Air is purpose-built for images, video, and packaging files, with visual previews, AI search, approval workflows, and version control that general storage tools don't offer. Customers like Graza and Pattern moved off Drive and Dropbox to run their creative in Air.