Like many experts in the branding world, we look forward to ExpoWest every spring. It’s a collection of the best and brightest in natural foods, as well as a testing ground for its newest developments. It’s massive and immersive, absolutely deserving of the full four days to see everything.
What does it mean to create a brand identity? A brand's personality, its visual and iconographic language, its communication materials across multiple touch-points...all these things are elements which determine the perception and reputation of a public brand.
As we know, innovation is not about finding a new miracle ingredient, putting a product in an eco-friendly container, or using a trendy typeface for your brand. Instead, innovation is about discovering the meanings behind consumer behavior, trends and translating them into opportunities that will help deliver true value to customers. A few decades ago, buying natural products was synonymous with being an activist. These product choices required a strong commitment to your values because they often meant making a sacrifice: in efficacy, desirability, etc. Natural products were expensive, they were hard to find and on top of that the products underperformed compared to their mass counterparts.
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