Blog: Observations & Trends

Natural Foods Brands Who Are Doing It Right

If you walked into a natural foods store 10 years ago, and you could expect to be there for a while. Consumer packaged goods (CPG) packaging and brand messages were a bit messy, labels were crowded with benefit claims, and covered with bad type and green leaves.

Unless you previously identified with the company, you were challenged to make a judgement call on which cereal to have for breakfast before sundown. Part of the judging process included weighing health statements and nutrition facts against price, but could you find the information?

Fast-forward to today, where natural foods brands are much more prevalent. Giant food manufacturers actually own organic brands and many natural foods brands co-exist beside their over-processed cousins on the same shelf. Because of this on-the-shelf battle, natural foods brands had to simplify their messages, instill benefits into their philosophies, and clean up their packaging act.

In terms of brand messages, there’s a little of each home-grown hippie, crafted artisan, slick salesman, and everything in between. I did a survey of natural food brands web sites, looking for a design balance of clear story, fun messaging, authentic approach, and social community. These examples didn’t go too overboard on any of those four pillars. They are attractive, and make me hungry. And they’re not covered in green leaves!

Yumnuts NaturalsYumnuts

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Brand George Clooney

In only 10 minutes, an NPR Facebook post about George Clooney got almost 6,500 ‘likes’, 694 shares and 490 comments. Recognition spurs reaction. That’s the power of the George Clooney brand.

 

The NPR post 3 hours prior only got 370 ‘likes’.

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Posted Jan 27, 2012 by in Observations & Trends

Five Design Blogs That Need Design Help

There are so many great design blogs out there with inspirational surveys of gorgeous packaging, logos and Web sites. We use them sometimes to survey the work that’s being done out there. However, I’ve noticed some of those design blogs need some design help.

Is this the case of the shoemakers’ kids having not shoes? Maybe the editors are so busy finding good design examples, tips and articles that they cannot design something easy on the eyes for themselves? Kinda makes me cringe. The blogs are very unorganized, or look very generic, have hard-to-read type, or just features messy graphics. Many times, there’s just too many advertisements. There’s quite a few out there, but here are five.

Graphic Design Basics

Graphic Design Basics

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Tell The Tale

Without stories, brands offer almost nothing for their fans to remember them by. Stories create memories, and if told correctly, people will want to share them.

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Usable Online Annual Report Trends

With the ability to aggregate information from other sources, of access to online and embedding technologies, and the functionality to present data-mining in a clear, graphic way, companies are now offering readers better ways to work with their annual report content.

The shift in the last decade from print to online annual reports is related to access to the Web and the nature of a company’s audience(s). Since the investors seem to have more experience understanding the integration of messaging across print and digital mediums, we have been witnessing companies putting more effort into their online offerings and less into their printed reports.

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