Archive for the ‘Uncategorized’ Category

You wouldn’t fill your car up with kerosene. So why take an adulterated nutritional supplement?

A well-respected nutritional supplement brand conducted tests on some other supplements being sold on Amazon. The results may surprise you. For the study, NOW, a nutritional supplement company based in Bloomindale, IL, tested 23 unfamiliar brands of turmeric extract sold on Amazon. When tested for heavy metals (the toxin – not the music), the average of the 23 products were 525 percent higher than NOW’s products. Two products were 20 times higher than NOW’s products and above the California Prop 65 limits for Lead.

Adulteration was also a problem. The test revealed that four of these 23 brands were spiked with fossil fuel derived organic carbon. In other words, instead of using 95% standardized turmeric extract like NOW uses, these brands use synthetic curcumin derived from petrochemicals.

You can learn more about the study here: https://niemagazine.com/now-tests-on-curcumin-turmeric-extract-sold-by-amazon/?utm_campaign=nie-enews&utm_content=7927a50b034762e128b50a130ae69b48&utm_source=Robly.com&utm_medium=email

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

What Are Words For?

“Do you hear me? Do you care?”
—The Missing Persons

The notion of a blog started out as a great idea. A channel for a writer to publish a column when and how he or she liked. A channel that was distributable to an infinite audience, essentially for free. And it was free for the audience to receive as well. Now the writer and audience could exchange ideas without a publisher controlling the game. But what started out as unique publishing model to serve a niche audience has become a template for any business, large or small, or any individual to attempt to get noticed on social media. What happened?

The first bloggers understood who was most important – their audience. This is because they came from publishing where the audience actually paid for content. And respectable publications grew their subscription bases by regularly providing relevant information to niche audiences. Some bloggers, the more successful ones, still do this. Lately it seems that everyone else skipped class the day they covered this important concept.

Why are you posting? Let’s be honest here. Is it because you think the information will be useful, or is it to keep your name or brand top-of-mind with your audience should they need to hire you or buy your goods or services? If it’s the latter, then that post that begins with, “Interesting article”, followed by a link, is doing the opposite. And why are you posting everyday? If you’re talking that much you had better have something really interesting to say, or your audience will unsubscribe real fast.

Do you want them to hear you? Do you want them to care? Then make your content relevant and post only when you have relevant content.

Bentley Brands is a brand communications firm that helps clients grow their brands through unique, effective and highly personalized services.

two hands typing at keyboard

Phthalates in Cosmetic Products

Recently, a certain group of toxins has been under a lot of scrutiny lately. They’re called phthalates and they’re in many consumer products. But what are these chemicals with the hard-to-pronounce name, and what effect, if any, do they have on our health?

Phthalates (pronounced thal-eyts) are a class of chemicals used as plasticizers and solvents. These chemicals are found in many consumer products, including shampoos, fragrances and cosmetics. Some of their common acronyms are DBP, DMP, and DEP. In 2001, the Center for Disease Control and Prevention (CDC) conducted a survey of a small segment of the U.S. Population and did find phthalates in its urine. But the CDC did not make a connection between the presence of phthalates in the urine and disease.

Another study in 2002 conducted by the Cosmetic Ingredient Review (CIR), found that phthalates were safe as used in cosmetic products. It should be noted that the CIR is an industry-sponsored organization. The FDA participates in CIR on a non-voting basis, and may or may not accept CIR findings. After reviewing these studies from 2001 and 2002, the FDA determined there wasn’t enough scientific evidence to initiate regulating phthalates in cosmetics.

But the FDA has continued to monitor phthalates in cosmetic products by conducting surveys of products in the market. The FDA published their results of three surveys, one from 2004, a second one in 2006, and a third in 2010. What they found was that the use of phthalates has declined significantly between 2004 and 2010.

On their web site, the FDA states that at present, they do not have evidence that phthalates in cosmetics pose a safety risk. But that could change. So, if you’re currently making a cosmetic product with phthalates, now might be a good time to reformulate. Consumers, regulators and the industry are looking more closely at phthalates than ever before. For updates, you can check the FDA web site here: https://www.fda.gov/cosmetics/cosmetic-ingredients/phthalates

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Is Your Web Site ADA Compliant?

You’re methodical about updating your web site. You post content on your blog. You add new products and update descriptions and photos for existing products. But there may be one thing you’re overlooking. Have you been keeping your site compliant with the ADA?

The Americans With Disabilities Act of 1990, or the ADA, is a federal law that prohibits discrimination against a person based on a disability. An ADA disability includes blindness or visual impairment among other things. The act requires that business owners make reasonable accommodations for people with disabilities in places like restaurants, hotels, theaters, etc. But in 1990, when the Act was passed, web sites did not exist. In recent years, there has been some case law on the ADA and how it applies to web sites, but Congress hasn’t clarified the law nor has the Department of Justice issued guidance on it. This loophole in the Act allows someone to sue an unwitting web site owner. And this has unleashed a torrent of ADA plaintiff lawyers across the country.

The good news is there are many low-cost things you can do to enhance the accessibility of your site to make you less of a target. Contact us today to discuss how we can help you make your web site more ADA compliant.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

symbol of hand and Braille dots

How to Get Trade Without the Trade Shows

Now that trade shows have been cancelled for the season, it’s time to reflect on past trade show seasons. Besides surviving the crowded airports, noisy hotel rooms, and watery exhibit hall coffee, what did you actually do? You shook hands and handed out sell sheets. Well, you can no longer shake hands, but you can still hand out sell sheets – through the US mail.

If you don’t have sell sheets, we can design them for you. If you have them but they need to be revised, we can do that too. And we can provide printing at very competitive prices.

You can make a huge impact on your audience by sending a sell sheet or direct mail piece directly to them. Get in touch with us so we can show you how.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Text message with words "TRADE SHOW"

Helping Color Garden Bloom

At Bentley Brands we help our clients create and grow their brands. One client, Color Garden, makes 100% plant-based food colors for baking and decorating. They needed to update their trade show display, and wanted the new design to have a “garden” theme to go with their name. We created this concept showing an actual garden with rows of red cabbage, beets, turmeric and purple grapes. These are the plants from which their four main colors, blue, red, yellow and purple, are made. In addition to creating the artwork, we also provided the display hardware.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

color garden trade show display

Color Garden Display

Just Announced – Natural Products Expo West is Postponed

The Natural Products Expo West was set to open tomorrow. Thousands of exhibitors, including many of our clients, are already in Anaheim ready to set up. It was just announced that the show is postponed.

https://www.expowest.com/en/venue-travel/expo-west-2020-postponement.html

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

 

entrance to natural products expo west

Entrance to Natural Products Expo West

 

How ColorMaker Got More Trade From Trade Shows

ColorMaker blends custom colors for food and beverage companies using plant-based and other natural ingredients. They asked us to design a new trade show display. To show what they do visually in our design, we used a graduated color bar with red on the left, yellow in the middle, and blue on the right. Above the color bar, we placed images of the ingredients that are used to make the colors below it. We also supplied the hardware for this 10’ pop-up display. This display made its debut at SupplySide West last month, where it was well-received.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Colormaker trade show display - natural products marketing agency work sample

Colormaker trade show display

Magnesium – Soak it Up

In today’s modern world, we don’t get enough magnesium in our diets. In fact, the latest government study shows that 68% of Americans do not consume even half of the government’s recommended daily intake of magnesium. Consuming processed foods and too little fresh fruits and vegetables are the cause. Surprised?

So if you’re deficient in magnesium, you can take a supplement, right? Well, yes, but the problem with oral magnesium supplements is that it’s easy to take too much. And with that comes symptoms such as diarrhea, nausea and vomiting. With Magsoak, you can’t take too much. With its unique delivery system, you don’t take it orally – you soak your feet in it. The magnesium is absorbed into your system transdermally through your feet. When absorbed this way, your body will only take in what it needs, and not too much.

For this brand, we conducted consumer research and gathered target audience insights. We looked at various product categories this brand would fit into and recommended the best one. Then we crafted a positioning statement. Next we designed this brand identity and packaging with the tone and manner identified in the positioning statement and in a way that conveys how this one-of-a-kind product works. There are 3 different scents. Each box contains 10 single-use packets.

 

 

packaging design for magnesium supplement - natural products marketing agency work sample

Brand identity and packaging design for a magnesium supplement

back of magnesium packaging - natural products marketing agency work sample

Perhaps CBD should stand for Confusing But Desirable

Natural Products Marketing: CBD Capsules

Will CBD-oil capsules be available as a dietary supplement one day?

 

 

 

 

 

 

 

 

On December 20, 2018, President Trump signed the Agriculture Improvement Act of 2018, also known as the Farm Bill, into law. This law removes hemp and hemp products that contain less than 0.3% THC from the Controlled Substances Act, thus making them legal under federal law. However, the FDA maintains that CBD is illegal as an ingredient in food and dietary supplements. To clear up this confusion, the FDA has just issued some guidance in the form of a question and answer session on their web site. Here are some key excerpts from their site dated 04/02/19. The link to the site is below.

Q. Can THC or CBD products be sold as dietary supplements?

A. No. Based on available evidence, FDA has concluded that THC and CBD products are excluded from the dietary supplement definition under section 201 … Under that provision, if a substance (such as THC or CBD) is an active ingredient in a drug product that has been approved … then products containing that substance are excluded from the definition of a dietary supplement.

Q Is it legal, in interstate commerce, to sell a food (including any animal food or feed) to which THC or CBD has been added?

A. No. Under section 301 … it is prohibited to introduce or deliver for introduction into interstate commerce any food (including any animal food or feed) to which has been added a substance which is an active ingredient in a drug product that has been approved under section 505 of the FD&C Act [21 U.S.C. § 355] …

In summary of both answers above, the FDA says you can’t add an ingredient to a food or dietary supplement that is already used as an active ingredient in a drug. The drug they are referring to in this case is Epidolex, which contains CBD and was approved by the FDA for the treatment of seizures. The FDA will not allow an ingredient that was approved for a drug to be subsequently used as an ingredient in a food or dietary supplement.

The FDA makes it very clear that you can’t use CBD as an ingredient in dietary supplements or food, but but says you might be able to use it in cosmetics. Here is another excerpt.

Q What is FDA’s position on cannabis and cannabis-derived ingredients in cosmetics?

A. A cosmetic is defined in 201(i) as “(1) articles intended to be rubbed, poured, sprinkled, or sprayed on, introduced into, or otherwise applied to the human body … Certain cosmetic ingredients are prohibited or restricted by regulation, but currently that is not the case for any cannabis or cannabis-derived ingredients …

The answer goes on to say that if you cannot use an ingredient in a cosmetic if it causes the product to be adulterated or misbranded in any way.

In summary, you can’t use CBD as an ingredient in dietary supplements or food, but you might be able to use it in cosmetics. The passage of the Farm Bill is an important first step in making legitimate CBD products available to the public, but ultimately it will depend on the FDA to make it happen.

Here is the link to the FDA page: https://www.fda.gov/news-events/public-health-focus/fda-regulation-cannabis-and-cannabis-derived-products-questions-and-answers#legaltosell

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

FDA’s New Guidance for Nutrition Facts Tables

It sounded like a simple concept. The FDA asked packaged food companies to list the serving size on their nutrition facts labels, and to show the nutrition facts in that serving size. But some food companies grossly understated the serving sizes. This gave the consumer the impression they were consuming fewer calories. For example, a ramen noodle company lists one-half of a block of noodles as their serving size. But in reality, most people would eat an entire block, which is one small package. So while the nutrition facts say you’re consuming 190 calories and 830 mg of sodium, you’re actually taking in 380 calories and 1,660 mg of sodium.

To remedy this problem, the FDA has just issued a draft guidance for food and supplement companies to quantify serving sizes for various types of foods. They call these quantities Reference Amounts Customarily Consumed (RACC). They determined these RACCs from the National Health and Nutrition Examination Study, a population-based survey of consumption data of adults and children in the United States.

You can see these RACCs on the FDA web site. There are two tables; Table 1 is for children and Table 2 is for the general population. Food and supplement companies can look up their product in these tables and find their RACC, ie. their serving size. For example, on Table 2, the RACC for Snacks, which includes chips, pretzels and popcorn, is 30g.

This FDA draft guidance does not establish legally enforceable responsibilities, but rather describes their (FDA’s) current thinking on the topic. But if they’ve gone this far to issue a draft guidance document, it’s a safe bet that these rules will eventually become law. Food and supplement brands that are designing new packaging would be ahead of the curve to implement this “FDA thinking” into their nutrition facts labels now, rather than later.

Got questions? Call or email us for a free consultation of the draft guidance and how it affects your brand.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

 

Nutrition Facts Table

Ever get the feeling serving sizes are understated?

How to stop a knock-off

A young entrepreneur has a brilliant idea for a phone case with a built-in selfie stick. He draws up plans, makes a prototype, shoots a promotional video and starts a crowdfunding campaign. But one week after his campaign debuts, he sees an imitation product already being sold on AliExpress. Overseas manufacturers had seen his product online, and made a knock-off product before he could even source a factory.

Cases like this are not uncommon. Copycat ethics are entrenched in many overseas cultures. In fact, they don’t see anything wrong with it. Fashion brands have been struggling with it for years. Even iPhones get knocked off. You’ll never completely prevent a knock-off of your product, but there a few things you can do to mitigate the damage.

As Warren Buffet said, a company is like a castle and the moat protects it from its competition.The bigger the moat, the more the protection. The first thing you can do to widen the moat is to file for an international patent. You can also make the product the highest quality possible.

Another way to enlarge the moat is to invest in your brand. A brand is more than the product. It’s the sum of everyone’s perceptions about the product. It’s your product’s intangible perceived value. It’s the reason your customers will pay more for and demand the original version of your product. When they buy it, they will feel like they’ve joined the club, rather than just bought a cheap gadget. And they will be repeat customers.

Get in touch with us today to find out how we can help you build your brand. And be warned – you’re going to need a longer drawbridge.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Natural Products marketing Agency-How to Stop a Knock-Off

How to prevent knock-offs of your natural product

Recent Work – AUM Nutritionals

We’re pleased to share our newest work for AUM Nutritionals. We designed the brand identity and packaging for this new probiotic product, Gastrolyf. Additionally we art-directed the photoshoot, did the photo-retouching and created the brand’s Amazon listing. It’s been a pleasure working with this company because they genuinely care about the quality of their product. For instance, the ingredients are certified organic, and it’s made in an FDA-approved facility. Plus, the product is GMO-free and gluten-Free. It’s available now on Amazon.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

brand identity and packaging design for nutritional supplement

Our brand identity and packaging design for Gastrolyf

We Just Reached #1 in Google’s Search Results

We are thrilled to announce we just reached the number one (very first) position, after the paid ads, in Google’s search engine for the search term “natural products marketing agency”. And that’s first out of 32,300,000 results! We’ve been working hard on optimizing our site for search engines and it has really paid off. And we can do the same thing for your brand too. Please contact us if you’d like more traffic to your web site.

Bentley Brands is a brand communications firm that helps clients is the natural products industry grow their brands through unique, effective and highly personalized services.

Google search engine results for search term "natural products marketing agency"

Screen shot of our site at the first position in Google search

The Power of Red, Yellow and Orange

In the art and design world, reds, yellows and oranges are called warm colors. They are often used when the artist or designer wants to convey strong and powerful emotions. In the plant world, reds, yellows and oranges contain strong and powerful antioxidants called carotenoids. These carotenoids are crucial for many aspects of our health.

There are hundreds of plant-based carotenoids, but two of the most well-known ones are beta-carotene and lycopene. Beta-carotene is probably the best known carotenoid. It is the precursor to vitamin A, an important substance for vision and cardiovascular health. You can get beta-carotene in your diet from carrots, squash and mangoes.

Another strong carotenoid is lycopene. Tomatoes are a great source for this phytochemical, which is essential to cardiovascular, skin and prostate health. Unlike most other vegetables, the nutrients in tomatoes actually get stronger and more bioavailable when you cook or crush them. So go ahead and heap that tomato sauce on your pasta.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Examples of carotenoids include tomatoes

Red, yellow and orange fruits and vegetables are rich sources of carotenoids

Pantone’s Color of the Year

What better way to celebrate Pantone’s color or the year, Ultra Violet, than by eating this delicious vegetable? Eggplant, a cousin of the tomato, has been cultivated since prehistoric times and is consumed around the world. In Korean cuisine it is often steamed or stir-fried. In the Mediterranean, it can be found sliced and deep-fried, then served with yogurt. The French have a stewed eggplant dish called ratatouille. Here at home, we often stuff eggplant with rice, meat or other fillings. However you prepare it, brighten up your plant-based diet by adding a little Ultra Violet.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

natural products marekting

Eggplant (Solanum melongena)

Red Cabbage

Just one cup of uncooked red cabbage (Brassica oleracea) contains 85% of the daily recommended amount of vitamin C and 42% of of the daily amount of vitamin K. It’s also high in magnesium and fiber, with very few sugars. Fun fact: When you press the juice from red cabbage, it comes out blue and you can use it as a natural food color.

 

natural products marketing

Red Cabbage

Bitter and Sweet

Bitter Melon (momordica charantia) originated in India and has been used in Ayurvedic medicine since ancient times. In the 14th century it was introduced to China where it became part of Chinese traditional medicine. Since then, it has been used for medicinal purposes in many cultures around the world. In modern times, human and animal studies have shown bitter melon reduces blood glucose levels. It is also thought to have a cleansing effect on the liver, and have an overall anti-inflammatory effect on the body. Pregnant women should not consume it, however. You can buy fresh bitter melon at most Asian markets.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

 

natural products marketing

Bitter Melon (momordica charantia)

FDA Changes Requirements for Nutrition Facts Labels

The FDA is changing its requirements for nutrition facts labeling in packaged foods. The changes include increasing the type size of “Calories”, “servings per container” and the “Serving size” declarations. They’ve also added the requirement to declare amounts for vitamin D, iron, potassium, calcium and “added sugars”. Vitamins A and C will no longer be required. An example of the new label design is below.

The FDA initially called for the changes to be implemented by July of 2018. Then they announced an extension to a new deadline that would be announced at a later date. That new deadline for the changes is now officially January 1st, 2020 for manufacturers with sales over $10 million per year. For manufacturers with with sales less than $10 million annually, the new deadline is January 1st, 2021.

But don’t let all that time fool you into thinking you can wait before revising your products’ packaging. The time to act is now, and the reasons are numerous. First, you will likely need to get your products analyzed to ascertain the amounts of the new nutrients that are required. The labs are going to start getting busier and they will soon be at or near capacity. The longer you wait, the harder it will be to get into the lab’s queue.

Another reason for acting now is that you’ll have to revise your packaging and labeling, and reprint it. You need to plan this so you can phase in your new packaging raw materials inventory as you gradually use up your old inventory. Fail to do this now and you will end up scrapping your packaging inventory when the deadline arrives.

But don’t let this distract you from your company’s mission. We’re here to help. As experts in packaging design for natural products, we’ve literally designed hundreds of packages with nutrition facts labels. Contact us now to help you get started on putting your packaging in compliance with the new regulations.

Bentley Brands is a brand communications firm that helps clients in the natural products category grow their brands through unique, effective and highly personalized services.

natural products public relations

A comparison of old and new nutrition facts labels

Health Benefits of Red Wine

It’s Friday, and you’ve been working hard all week. All of that stress puts a strain on your cardiovascular system. Well, good news. Red wine acts as a vasodilator, which means it helps relax your overworked blood vessels. Red wine also has beneficial antioxidants that come from the grape skins. Red wine is fermented with the skins, while white wine is fermented without the skins. So tonight, raise a glass of red wine to your health.Natural Products Marketing

An Old World Berry with New World Benefits

These little berries from old-world Europe pack a lot of nutrition into a small package. One cup of black currants has over 300% of the daily recommended value of vitamin C and generous amounts of manganese and iron. Plus, black currant seed oil is rich in unsaturated fatty acids. You can eat black currants raw, but they have a tart flavor. Instead, try making jams, jellies and juices. Sweeten them with with a little Agave syrup. Enjoy.

 

natural products marketing

Do You Know What Your Wheat is Swimming In?

Avoiding gluten because it doesn’t agree with you? It may not be gluten but glyphosate instead. Glyphosate is an herbicide some wheat farmers spray on the wheat to speed up the harvest. But it’s also widely used in corn and soybean farming.

Never heard of glyphosate? Perhaps you’ve heard of its branded name, Roundup. Yep, it’s the same chemical as the weedkiller used in the garden and the farm fields. Glyphosate may interfere with certain gut bacteria which could be the reason you have symptoms after eating wheat. So it may not be the gluten in the wheat, but the glyphosate on the wheat.

A lot of research is being done on glyphosate, but until we learn more we should keep eating organic and supporting the natural products industry.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

A Prescription for Safe Supplements

soft gels.3

Many consumers think their nutritional supplements are just as safe as their prescription medications. After all, they’re sold in the same store, right? Wrong. Prescription drugs must be approved by the FDA before they can be prescribed and sold through the pharmacy. This approval process is rigorous and lengthy and requires the drug companies to do clinical studies to prove the safety and efficacy of their drugs.

No such approval is required for nutritional supplements. The FDA does publish Good Manufacturing Practices (GMP’s) for the manufacturers to follow, but the agency does not have the resources to audit every one of them. And, practically anyone can manufacturer and market a nutritional supplement. So, as a consumer, you’ll have to do some homework to vet a new brand of supplement.

First, pay attention to the language on the label or web site. Reputable supplement brands know they cannot claim their product cures or treats a disease. For instance, a bottle of fish oil cannot legally say, “lowers cholesterol”. But it can say, “supports healthy cholesterol”. Also, beware of bursts on the label that exclaim “Verified” or Approved”. These are meaningless. The FDA does not issue any seal of approval for supplement manufacturers. Also, a burst that says GMP with “Good Manufacturing Practices” in small print means pretty much nothing.

There are, however, third-party labs that inspect and certify supplements. Organizations like USP, NSF International, ConsumerLab.com and UL offer audit and verification services. They generally test for purity, potency and adherence to GMP’s. Supplement brands have to pay for these services. So a seal on the label from one of these third-party labs proves that the brand has a stake in its reputation and is more likely to be credible and trustworthy.

So the next time you’re evaluating a new brand of nutritional supplement, look at its label. Does it claim to cure or treat a disease? Where is the company located? Is a physical address missing from their web site? Does the label contain bursts with meaningless accolades? Is the label devoid of third-party seals? If you answered yes to any of these questions, you had better keep looking.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Protein’s Unlikely Source

Fresh beetroot with leaves isolated on white

Ten years ago, if you had used the term “plant protein”, it would have sounded like an oxymoron. But now most consumers not only understand there is protein in many different plants, they are demanding it in their foods. But why plant protein? And why protein at all?

We’re at a point where we understand the need to balance protein, carbohydrates and fiber in our diets. We also know that protein helps us maintain lean muscle mass, and that a body with a high muscle to fat ratio burns calories faster than one with a lower ratio. So now we’re paying attention to the protein grams in our diets.

But many people are leery of animal protein lately. And with reports of antibiotics and hormones in meat, who could blame them? Also, more people are suffering with allergies these days. And what is a leading allergen? Dairy. Thus the switch to plant-based proteins.

Many plants are high in protein. Legumes, chia seeds, hemp seeds and quinoa are a few common examples. These protein-rich plants can be prepared in myriad ways to go with any type of meal. In a hurry? Snack food manufacturers are adding these ingredients to their offerings to boost the grams of protein per serving.

As consumers become more aware of the link between diet and health, we expect the trend of increasing plant protein consumption to continue.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

What you don’t know won’t hurt you. Or will it?

Remember that expression, “what you don’t know won’t hurt you”? Well apparently it doesn’t apply anymore. According to a recent Packaged Facts survey published in the report, Natural and Organic Foods and Beverages in the U.S.

In this survey, when asked if it is important that the product package clearly indicates GMO’s, two-thirds of consumers agreed that it was. Twenty four percent were neutral, and the rest said it was not important.

When asked if it is important that foods they buy do not contain GMO’s, over half (52%) responded it was. Twenty eight percent were neutral, and twenty percent said it did not matter.

The times, as the song goes, they are a-changin’. And along with them, so are consumer preferences about GMO’s.

 

https://www.naturalproductsinsider.com/resource/infographics/2017/03/consumer-attitudes-toward-gmos.aspx

Happy Natural Products Day

Today is the twentieth annual Natural Products Day. A day in which industry leaders gather in Washington, D.C. to educate members of Congress and their staff about natural products, the health of the American population, and issues facing the industry. The day is sponsored by the Natural Products Association. You can find more information at npainfo.org.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Bentley Brands Wins Design Award for Sustainable Design

How we helped a brand prosper with a smaller carbon footprint.

Brand communications firm Bentley Brands won the prestigious OCDA award for its design and consultation with a line of children’s pajamas called Brian the Pekingese. The award was given in the sustainable design category. “We won this award for our concepts for Brian the Pekingese on how to conduct business in a more sustainable manner,” said Wes Bentley, principal and creative director. “In our research we found that the average American dumps 70 pounds of textile waste into the landfills each year. One of our suggestions was to take the used pajamas back after the child outgrows them, and recycle the cotton. The company implemented the idea and now offers free postage-paid pouches for moms to return the outgrown garments. Then it works with cotton recycling firms to recycle the cotton.”

The OCDA recognizes excellence in design solutions to problems facing designers everyday. The competition was judged by a panel of accomplished design professionals who have been recognized on a national level for their work with global brands such as Microsoft, Kodak, Nike, and Hyatt. The event was sponsored by AIGA, a 102-year old professional organization for design.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

 

Recent Work: Color Garden Web Site

Color Garden is a brand of natural, 100% plant-based food colors for consumers who enjoy baking. Their web site was outdated and not optimized for mobile devices. They needed a new site where the user could navigate easily to many different levels of information on any kind of device: desktop, tablet or smartphone. They came to us for help.

Our first step was to analyze the user experience (UX) of the old site. From there we saw what information was readily accessible and what was not. Then we redesigned the UX architecture to make it seamless and intuitive. Included in this was designing how the site would display when viewed on a desktop, tablet and smartphone device.

Our next step was to design the visuals of the site. Color Garden had invested in professional photography and we felt it was important to show it off. After all, their product is a visual one. Next, we utilized the design elements such as typeface and color palette from the their brand identity and packaging which we had designed previously. The site started coming together.

Finally we had to make sure everything worked with the back end. By working closely with the programming team we got the image galleries, shopping cart and other widgets working properly. After testing on desktop, tablet and mobile devices, and a little bit of tweaking, the new site went live. You can see it here: http://colorgarden.net/

The new site has been very well received by the client, programming team and end users.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized service.

We’ve Moved

After four years in our office in Tustin, California we’ve outgrown the space. So we moved. Here is our new address and telephone number:

 

Bentley Brands
1403 N. Batavia St.
Suite 102
Orange, CA 92867

Tel. (714) 771-2209

 

Our web site and email have not changed. And, of course, our award-winning brand communications and highly personalized services have not changed either.

The FDA’s Read the Label Outreach Campaign

The FDA has created a wonderful youth outreach program to help young people make healthy food choices. It’s called Read the Label and is aimed at kids ages 9 to 13, their families and health organizers. Information can be found on the FDA’s web site (a link is provided below).

The resources for kids are fun and easy to use. First, you can watch a short video that explains things like serving sizes, calories, good nutrients and bad nutrients (cholesterol, saturated fat, etc). It also explains the % DV information found on nutrition labels. Then, you can download and print a fun infographic sheet to use as a reference. The downloadable tools also include a fun word-search game and a song called, Dishin’ the Nutrition Rap.

The Read the Label page also features resources for parents and health educators.

You can visit the page here:

http://www.fda.gov/Food/IngredientsPackagingLabeling/LabelingNutrition/ucm281746.htm

PR and Social Media Communications for Color Garden

After a successful launch and gaining entry into a major distributor, Color Garden recognized the next step towards building their brand was to stimulate consumer awareness. They didn’t have a large budget to work with, so we agreed on a combination of PR and social media outreach instead of traditional advertising.

We got to work and within 3 months the results were impressive:

• Prominent feature including color photography in the new products section of a health-oriented consumer publication with a paid circulation base of over 70,000

• Half-page article with color photography in an online and print natural products publication with over 600,000 Facebook likes

• Numerous blog and social media mentions

Even more impressive was the return on investment – a whopping 260%!

Bentley Brands is an award-winning brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Fluff Connected by Hyphens

It all started with the first person who wrote “detailed-oriented” on his or her résumé. It sounded really smart at the time. But millions of people have used it by now, and that has spawned a whole bunch of vague compound modifiers. For example, there is “customer-centric,” “mission-critical,” and “benefit-derived.”

Recently, we received a letter that said “geo-based products.” Reallly? What exactly is a geo-based product? Is it any product that’s not from outer space? Wouldn’t it be better to just describe the product’s inherent benefit? Vague compound modifiers are nothing more than fluff connected by hyphens. And fluff should be avoided, unless you’re writing about laundry products.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Bentley Brands Wins Design Award for Brand Identity Design

Brand communications firm Bentley Brands won the prestigious OCDA (Orange County Design Awards) honor for its design of the Bentley & Royce brand identity. “We’re pleased to get this recognition from our peers,” said Wes Bentley, principal and creative director. “This was a very conceptual brand ID, encompassing creating the name, designing the brand motif, designing the logo and designing the color palette and stationery.”

The OCDA recognizes excellence in design solutions to problems facing designers every day. The competition was judged by a panel of accomplished design professionals who have been recognized on a national level for their work with global brands such as Sony, Disney, Proctor & Gamble, Pepsi and Saks Fifth Avenue. The event was sponsored by AIGA, a 100-year-old professional organization for design.

Bentley Brands is a brand communications firm that helps clients in the natural products industry grow their brands through unique, effective and highly personalized services.

Recent Work – Color Garden Press Kit

Color Garden is a brand of natural, 100% plant-based food colors for consumers who enjoy baking. They asked us to design their new press kit folder. In most cases, Color Garden would ship the folder with a sample box of food colors. There would be some occasions, however, when they would ship it without the sample. So there were two requirements for this project. First, it would need some sort of structure to hold one sample box of their food color, which measures 2.25” wide by 4” tall by 1” deep. Second, for those instances when a sample would not be shipped, the folder would need to be folded flat and mailed as a normal press kit folder.

Our solution was this folder with a die-cut window in the front panel. Each folder comes with an insert. The insert has a small outline of a rectangle. Inside the rectangle is a strip of tape. To attach the box, you simply peel away the backing of the tape and press the box down. Then the insert with the box attached fits into the inside pocket and the box fits through the die-cut window. When the press kit is needed without the sample box, you simply turn the insert over, place it into the pocket, and the printed graphic shows through the window.

Bentley Brands is a branding and marketing communications agency that helps clients grow their brands through unique, effective and highly personalized services.

 

 

New Counter Display for Color Garden

Color Garden is a brand of natural, 100% plant-based food colors for consumers who enjoy baking. They needed to increase visibility on the bakery counters. They came to us for help.

Our solution was this countertop display tray. For shipping, the front flap of the tray folds over and tucks in the front panel to hold the 16 individual boxes in place. When the bakery employee sets up the tray, he or she folds the front flap up and back so that it connects to the top flap via a strip of tape. With this simple action, the tray transforms from a shipping container to a POS display.

So far, reactions from the bakeries have been positive and the product is selling well.

Bentley Brands is a branding and marketing communications agency that helps clients grow their brands through unique, effective and highly personalized services.

 

 

Bentley Brands Helps Launch New Natural Food Color Product

ColorMaker has been supplying natural, plant-based food colors to the business-to-business channel for many years. Their customers include manufacturers of packaged foods and sauces, bakeries and beverage companies. Recently, they decided to market their product to the consumer for the first time. They called on us to help them.

Our first task was consumer research. We conducted focus groups with the target audience; in this case, women between age 25 and 50 who enjoy baking. This product is a natural alternative to the food colors sold in most stores. It’s plant based, while the others are chemical based. As we expected, the groups were enthusiastic about the natural, 100% plant-based attribute. What we didn’t anticipate was that the name of the company, colorMaker, did not sound natural. We presented our insight and positioning statement to the client along with some recommendations, which included creating a new brand name.

The client agreed, and so our next task was a naming study. With this process, we created a long list of names and checked each name for trademark availability. Then we narrowed down the list to several names with preliminary trademark availability. We presented this list to the client. They chose Color GardenTM and applied for the trademark.

Our next project was the design of the packaging. The brief mandated that the packaging be fun and colorful. We obliged by using bright primary hues and whimsical typefaces. One constraint was the very small physical size of the package. This is where the scale and proportion of the design elements are critical. Now that it’s finished, our small package packs a big punch on the retail shelf.

Reaction to the new packaging design has been extremely positive, and even before the product’s official release there was extensive interest from large retailers.

Bentley Brands is an Orange County-based packaging design and marketing communications agency that helps clients grow their brands through unique, effective and highly personalized services.

Bentley Brands Helps Launch New Natural Sweetener Product

Amax Nutrasource has been supplying ingredients to dietary supplement and natural products manufacturers for many years. They realized that one of their ingredients could also be sold as a finished product if it had the right packaging. That’s when they called us.

This unique sweetener is derived from monk fruit, which is a melon that grows in high elevations of Southeast Asia. This superfruit is bursting with antioxidants and vitamins, but without the calories of sugar. Our job was to help them get this product to market.

We designed a packaging system built around a single-use packet of this powdered sweetener. The client decided that 40 packets would be optimal, so we recommended a folding paperboard package that would contain 40 units. The final design emphasized bright photography of this colorful tropical fruit. The product was launched immediately in retail stores and in an e-commerce web site, and it has been received very well.

Bentley Brands is an Orange County-based packaging design and marketing communications agency that helps clients grow their brands through unique, effective and highly personalized services.

Bentley Brands Helps Gonzalez Northgate Markets Launch Tortilla Line

The first Gonzalez Northgate Market was started in Anaheim in 1980 by an immigrant family with the vision of providing full-service supermarkets in areas where Hispanic nationals live. That first store grew into the chain that now includes 36 stores in the Southern California area. We were asked to help them package their private label brand of tortillas.

Our challenge was to keep production costs down while maintaining the brand’s look and feel. We recommended spot colors instead of process colors and kept the palette of colors as limited as possible. We used an expressive display font to give the package a distinctive Latin feel. To further emphasize the brand’s heritage, we used Aztec vector art as a motif and liberally applied the brand’s vibrant red and green colors to the package.

The final packaging easily communicates to the consumer that this new product is made by the store that they know and trust.

Bentley Brands is an Orange County-based advertising and graphic design agency that helps clients grow their brands through unique, effective and highly personalized services.

Designing Sustainable Packaging

The design industry is actively exploring new packaging materials that minimize environmental impact. For example, designers can select papers that are certified by the Forest Stewardship Council (FSC). The FSC is an independent, nongovernmental, not-for-profit organization established to promote the responsible management of the world’s forests. Or when designing for polybag food packaging, designers can choose compostable and biodegradable films. Printing vendors are bringing sustainable practices into their shops as well. They are now using vegetable-based inks as an alternative to petroleum-based inks. And some printers are undergoing certification by the Sustainable Green Printing Partnership.

In addition to considering materials, designers are also considering the package itself and exploring how far they can change it. For example, PUMA recently redesigned its packaging by eliminating the shoe box altogether, packaging the shoes in a bag instead. This change will reduce cardboard use and save paper, electricity and water. In another example, a company that makes trash bags replaced the box with a belly band wrapped around the roll of bags. The band gives enough room for marketing and legal information, while the exposed roll of bags lets the consumer see the product.

Finally, packaging design is being integrated into the product design process. Historically, packaging design was done after the product was designed. But now, product design teams are bringing packaging designers into the design process from the beginning. The advantages can include reduced cost and less waste, as well as a faster overall release of the product to the market.

These are a few of the many ways you can lower your costs, increase efficiency and reduce your environmental footprint. If you’d like to learn more, give us a call.

QR Codes in Marketing of Natural Products

By now you’ve probably seen those funny postagestamp-sized, pixilated, black and white codes in an ad or on a POS display somewhere. Maybe you’ve wondered if you should use them in your marketing and if they will be effective. The answer is yes, and yes.

They’re called QR codes and you can create them as easily as your audience can scan them, giving your audience an easy way to interact with your brand. QR stands for quick response. The code was invented by Toyota subsidiary Denso-Wave in Japan, and it is available to use for free and without a license. QR codes have been popular in Japan for many years, and they are just now catching on here.

To scan a QR code, you simply get one of the many available QR code reader apps for your smart phone, scan the code and it will direct you to the web page or other information that the code contains. You can create the code by going to any number of free web sites that will generate the code. The code can lead to your web page, business card contact information or other information. You can also get software that runs on your PC to create QR codes.

Now that you know how to get the technology, let’s discuss how to use it. While you can use the code on virtually anything, that doesn’t mean you should. Likewise it’s important to consider what the code will link to when scanned. There should be a benefit to the consumer for scanning the code. For example, we recently conducted a focus group with one of our clients in the consumer packaged goods industry. The group consisted of women who were the primary buyers of food for their households. When asked about QR codes on food packaging, the majority of them said they were too busy to scan the code in the supermarket. But, they said they would scan it if it contained a coupon.

The focus group example above shows that QR codes can widen the path to purchase in the packaged foods retail environment. But space may be limited on nutritional supplement packaging. An alternative might be to put the code on a shelf talker or on an end display or other POS display in the store.

Another application of QR codes in a POS display is at a trade show or event. Suppose the sales reps are busy with other customers when a prospect approaches the booth. Rather than waiting, the prospect could scan the QR code and enter a cell phone number. Then the sales rep can call the prospect back and be waiting when the prospect returns. Sort of like a high-tech take-a-number machine. Or the QR code could link to a form that the prospect could fill in with the specific product information he or she seeks.

QR codes are being used creatively in advertising as well. They have been used in broadcast ads and web sites as a fun way to get the audience to interact with the brand, such as to find the answer to a riddle or find out how a story ends. You can use them in print or direct mail ads to offer a coupon or promotion or to link to a web page with engaging product information. For example, a sports drink brand may link the QR code to a web page that has workout videos.

A good ad campaign should include some method of tracking performance, and the QR code has it. You can get software that provides analytics on your QR campaign such as the number of scans, the geographic location of the scans, the phone models that were used and more. Be sure to review these analytics after your campaign to help you increase the effectiveness of subsequent campaigns.

By now the process is starting to sound easy: Get the code, use the code, your audience scans the code. Well, it’s not quite so simple. Microsoft has entered the QR code space by creating its own code called Tag. You can create and read Tags just like you would create and read QR codes, except you need to download Microsoft’s app. The app is free, it runs on all major phone platforms and the analytics are free.

There are a few advantages of the Tag code over the QR code. One is that a Tag code can be printed much smaller than a QR code, which saves valuable real estate on the ad, package, etc. Another advantage is the Tag code is customizable. For example, Road & Track’s Tag represents a steering wheel. Also, Tags can deliver location-specific content, which means the same Tag can deliver different content depending on where you are when you scan the code.

With these two versions of smart phone codes, it may become like the textbook case study of Beta vs. VHS. Both may exist simultaneously until one winner emerges. Who that will be is hard to tell, but QR codes have the advantage of being license-free and can be created and read by a number of different apps. And many different companies make the analytics software. Microsoft Tag, on the other hand, is closed source, and you have to go through them to get code and the analytics.

QR codes offer your audience a convenient shortcut to your brand. It’s a route that they will likely take if there is a benefit waiting when they get there.

Nuevo Grille Tamales Get Boost From New Packaging Design

Nuevo Grille® makes restaurant-quality frozen Mexican food products for retail and club grocery store chains. Its products can be described as bold, exciting and flavorful. It needed a package design that communicates these attributes, when it launched its latest line of frozen tamales.

We had previously designed other packaging for Nuevo Grille, so we were familiar with the communication strategy of the brand. The tamales are offered in three different fillings: pork, chicken and chili-cheese. So our first step was to devise a color scheme for each of the three fillings. Next came the photo shoot, where we shot each type of tamale with the plate and foreground prop in the corresponding color chosen in the scheme. We made the tamales look as appealing as possible by careful attention to detail with the food styling and art direction during the photo shoot. Finally, we designed the packages for the three fillings using the photography, color scheme and a consistent type treatment.

The final packaging system communicates one consistent brand of tamales yet makes it easy to distinguish between the three different fillings. This helps facilitate first-time and repeat consumer buying behavior.

Bentley Brands is an Orange County-based advertising and graphic design agency that helps clients grow their brands through unique, effective and highly personalized services.

Bentley Brands Creates New Packaging for Simply Greek

Simply Greek started as a restaurant in Oakland, California, that serves authentic high-quality Greek food. Over the years, it has garnered a loyal local following, which led to the opening of a second restaurant in Pleasanton. Simply Greek’s homemade tzatziki dip and spicy feta dip became so popular with the locals that it decided to market them as packaged food products. We were asked to design the packaging.

Working with a limited budget, we used a clear plastic tub and lid, with a printed label. The transparent tub allows the product to show through. For the labels, we kept the design simple by emphasizing just the logo and using bright red for the spicy feta dip and deep blue for the tzatziki dip. We also designed a display case for each of the dips, to help the product capture attention on the retail shelf.

The product debuted at one Costco location in the bay area and has since spread to other locations. Sales are increasing and the response in social media has been favorable, as more people discover the product.

Bentley Brands is an Orange County-based advertising and graphic design agency that helps clients grow their brands through unique, effective and highly personalized services.

New Natural Product Gets Launch From Bentley Brands

Millions of American baby boomers who have led active lifestyles are beginning to age now and experience joint inflammation. OptiPureTM developed a new product to help this inflammation. When they were ready to introduce it, they called on us.

The product, called IncaCartilagoTM, is an extract from Humboldt squid cartilage. It offers superior anti-inflammatory qualities for joints and also bones. We were asked to launch the product to coincide with the opening of an important trade show. Our first task was to position this product relative to its competitors in the marketplace. Then we designed the brand ID. In our next task, we designed a brochure and simultaneously created an ad campaign for both print and online media. Finally, we designed POS materials for the trade show.

The product was well received at the show and has been gaining traction in the marketplace ever since.

Bentley Brands is an Orange County-based advertising and graphic design agency that helps clients grow their brands through unique, effective and highly personalized services.

Bentley Brands Creates New Packaging for TortillaLand

TortillaLand makes fresh uncooked tortillas that you simply heat in a skillet and serve. It is a great product with very few competitors in its category and had done quite well in the club channel for many years. The product is sold in the refrigeration section of the store, and the consumers at the club stores know where to find it. But when TortillaLand prepared to enter the retail store channel, they knew a whole new market of consumers awaited – if they could find it.

Tortillas are typically merchandised in bags stacked flat on the shelf, usually on the end of an aisle. So a consumer who is looking for tortillas might not look in the refrigerated section where our product is shelved. We had to create a packaging system that would stand out better than a simple polybag but would keep the product fresh. Our solution was a polybag inside a paperboard box.

The box was just big enough to house the bag of tortillas and had a window in the front panel to show the product. We know that color is vital to attracting consumer attention, so we shelf-tested numerous color combinations, before selecting a bright primary yellow and red color pallet. Not content with just testing on the shelf, we conducted consumer focus group testing to preview several design alternatives. We even added a QR code to make it easier for the consumer to engage with the brand. The final package design was bold, attractive and purposeful.

The product is now on retail store shelves across the country. The boxes are far more visible than polybags. The product is selling well, and the response on social media has been very favorable. New flavors and varieties have been added, and more new stores are stocking the product.

Bentley Brands is an Orange County-based advertising and graphic design agency that helps clients grow their brands through unique, effective and highly personalized services.

La Terra Fina Spinach Dips Get Packaging Makeover

La Terra FinaTM makes fresh, high-quality food products for retail and club grocery store chains. Made fresh daily in their USDA-inspected plant, La Terra FinaTM’s brand stands for freshness, flavor and quality. Among their many products is a line of fresh dips. The existing packaging design didn’t reflect the brand’s attributes as well as it could. They needed a packaging design company that could reposition the product, so La Terra FinaTM called on us.

In our BRAND ILLUMINATIONTM session with the client, we examined the different varieties of dips within the product line. Although they each have different ingredients and tastes, they look very similar. Therefore, we recommended a visual emphasis of the key ingredients for each variety of dip.

In our design exploration, we used the same typeface and design elements for each variety to establish consistency. However, we did change the color and photography to allow the consumer to easily distinguish between the different varieties. After presenting the design comps, we scheduled a photo shoot.

In the photo shoot, we art directed a plate with an ensemble of fresh ingredients for each variety. One shot accentuated spinach, artichokes and Parmesan cheese. Another shot featured artichokes with jalapenos. We photographed each ensemble to allow maximum versatility for use not only in packaging but also in web sites, trade show displays, sales collateral, and so forth.

The resulting packaging design boldly proclaims the brand’s attributes of freshness, flavor and quality, while establishing a cohesive and identifiable product line.

Guzen Development Makes Important First Impression

When three partners launched their startup company, Guzen Development, they had to do a lot of important things at once. One of those things fell through the cracks – being ready to exhibit at their industry’s big annual trade show. They called on us to help. They understood the benefit of working with a marketing agency that could offer design of the display graphics and sale of the display hardware, all in the same package. We are an authorized distributor of a national display hardware manufacturer. So we can flatten lead times by handling design and hardware at the same time.

In spite of intense time pressure, the quality of the finished product was flawless. We attribute this to our internal design process that has multiple proofing steps. Large-format design cannot be proofed on the monitor. We review paper proofs with the client, beginning with quarter sized and progressing to full sized. Our manufacturer also makes a color proof printed on the actual substrate so we can accurately assess color fidelity. Each step in this process had been listed in advance on a progress chart, which helped us meet the deadline.

We offer many sizes and styles of trade show displays. Guzen Development chose a pop-up system. This display utilizes graphic panels that attach to an aircraft aluminum frame. The entire system packs into a carrying case that also serves as a pedestal. It can be assembled in about one hour and without the use of any tools.

The display arrived at Guzen Development’s office on schedule – about one week before the trade show. This allowed them time to get acquainted with unpacking and assembling the display. With their new trade show display, they made an important first impression on their industry.

Nuevo Grille Launches New Product With Help From Bentley Brands

Nuevo Grille® makes restaurant-quality frozen Mexican food products for retail and club grocery store chains. Their products can be described as bold, exciting and flavorful. They needed a package design that communicates these attributes, when they launched their latest product, Mini Sopes. These small treats are usually served as an appetizer or snack.

As Nuevo Grille®’s branding agency, we had already completed our Brand IlluminationTM session with them. So we started right away with design exploration, in which we examined typefaces and colors that communicate traditional Mexican motifs. We decided on a bright yellow and red color scheme combined with a bold eccentric typeface to make the package eye-catching on the retail shelf. Next came the photo shoot, where we tried myriad different garnishes on the snack-sized sopes to get the most appetizing shot.

The resulting packaging design vividly touts the brand’s attributes of bold, exciting and flavorful Mexican food, while making these tasty snacks seem irresistible.

Bentley Brands Designs Packaging for New Food Product

 

La Terra Fina makes fresh, high-quality food products for retail and club grocery store chains. Made fresh daily in their USDA-inspected plant, La Terra Fina’s brand stands for freshness, flavor and quality. When they were ready to launch a new product, Five-Onion Dip, they called on us to help with the packaging design.

Our Brand Illumination session with the client revealed that they wanted to communicate that the product was warm, approachable and inviting. Our packaging solution was a clear tub with a wrap-around label. The tub shows the product inside, while the label emphasizes the ingredients with a composite image of fresh onions on it. We used a warm color pallet with a contrasting green to communicate the different flavors of onions in the dip. We used a bold slab serif typeface to communicate approachability with a contrasting retro-script typeface to make it feel warm and inviting.

At its launch, the product was well received in the marketplace and sales have grown steadily since.

Bentley Brands is an Orange County-based advertising and graphic design agency that helps clients grow their brands through unique, effective and highly personalized services.

Bentley Brands Designs New Web Site for The Orange County Bar Association

The Orange County Bar Association (OCBA) has recently launched its new web site, with help from Bentley Brands, a Tustin-based advertising, graphic design and website development firm. Bentley Brands’ challenge was to create a site that reflected the appropriate image for the professional organization while making various online functions regularly accessed by members easy to use.

“We took the OCBA through our Brand IlluminationTM process,” said Wes Bentley, principal and creative director. “During this process we determined that the site must appear scholarly while maintaining a measure of credibility and acting as a professional resource for the members. Then we went back to our studio to develop the visual design.”

One unique facet of this project was that the visual design had to connect to sophisticated back-end software that the OCBA had already purchased. The software lets the OCBA members conduct activities online, such as managing their membership account information and paying dues. It also lets the OCBA staff edit the content of the site and add or subtract pages themselves.

“We feel that the site is now much easier to navigate, and the response from both the OCBA staff and members has been very positive,” adds Wes. The site is located at www.ocbar.org.

Bentley Brands helps clients grow their brands through highly personalized advertising and design services.

OptiPure Chooses Bentley Brands to Launch New Natural Product

While we have long known that body fat is linked with numerous health risks, scientists have recently identified and begun to understand two different types of fat: subcutaneous fat and visceral fat. Subcutaneous fat is the fat just below the skin. Visceral fat is located inside the abdomen next to the body’s organs. This fat is of particular concern because of its proximity to the vital organs. OptiPure developed a new natural product to help reduce visceral fat. When they were ready to introduce it, they called on us.

The product, called Viscerol AI, is a patented, all-herbal composition. It showed significant reduction of visceral fat in several human clinical studies. We were asked to launch the product to coincide with the opening of an important trade show. Our first task of positioning the product relative to its competitors in the marketplace was unique because there were virtually no competitors. Next we designed the brand ID. Then, we designed a brochure and simultaneously created an ad campaign for both print and online media. Finally, we designed POS materials for the trade show.

The product was well received at the show. It did require the sales reps to give extra education about the problem that the product solves, because the category was so new.

Bentley Brands is an Orange County-based advertising and graphic design agency that helps clients grow their brands through unique, effective and highly personalized services.

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