Standout Branding from Natural Products Expo West / Generative Creativity


Natural Products Expo is the world’s largest natural, organic and healthy products event, held each spring in Anaheim California. Over 3,000 companies are present to connect with some 80,000 attendees. The ‘natural products’ industry includes all manner of packaged foods, functional foods and consumer goods.

The convention serves as a launching point for 500+ young companies, bringing their innovation and new brands to market. These concepts range from free range pork rinds to seaweed hummus and sunscreen from coconut oil, and much else.

As someone who works at the […]

2017-04-19T16:47:55-07:00April 2nd, 2017|Categories: Branding, Creative, Design|

Things they don’t teach you about branding in school

Image: visual reference work for a new brand Sherpa House

While a student at Art Center I repeatedly took a class titled Identity Systems taught by veteran graphic designers. I had the class with three different professors, each with a slightly distinctive view on the problem being solved for the fictional client entity.

The upside of the approach taught, especially by Keith Knueven, was to think of visual identity for brands as a palette of graphic cues. These would not only include a primary logo and logotype, fonts and colors, but also many […]

2016-11-03T13:15:08-07:00September 14th, 2016|Categories: Branding, Creative, Design|

Archetypes for Branding

The term ‘branding’ is a perpetual favorite for both designers and entrepreneurs. At a root level, people are very much driven to achieve a sense of identity which others respect, and to align with a known brand is a form of recognition. Even better is to craft a brand of one’s own.

In a world of ideas contending for our attention, a brand is essential a ‘designed idea’. When we undertake the process of developing our brand as an individual, or the brand of our business we are shaping and strengthening a […]

2016-08-29T14:45:55-07:00August 29th, 2016|Categories: Branding, Creative, Design|
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