Inspirational Branding

An open Letter to: Wholesome Brands


Visiting the newly opened New York City Whole Foods and walking every geometrically-perfect and structurally curated aisles had me over-thinking once more.

It might be this new location’s beautiful Bryant Park views that gave me a different set of strategy perceptions.


Couldn’t help to wonder, for all this wholesome, healthy, free-from brands and products; how many clients/buyers truly read and trust their labels?

After seeing healthy claim after healthy claim, in every style of copywriting…  I can only ask…a

Are all this health conscious consumers around me, seduced and triggered to buy by each Brand’s claims of all natural, no preservatives, no-GMOs, bio, bio-friendly, gluten-free, no sugar… etc?

That said, I’ve even been noticing with some of my client packaging stating very liberally the All Natural claim.




I know the market growth for “natural” products is no close to slowing down, in fact, the last 2016 Natural Products Industry forecast predicts a worth of $2552 B by 2019 (64% growth from 2013).
Yet there is a growing concern within the Brand Strategy community regarding the claim All Natural.

So far the FDA has not engaged in any rulemaking or formal definition for the term “natural” but is do to review and make a decision on the multiple public comments they’ve received this year.

I strongly believe, that as Brand Strategist, we must advise you and your wholesome Brands.

We believe that to have all natural claim included in your packaging might be a risk (unless you can transparently prove it). This is not a cause for alarm, but with more consumers seeking the true meaning of this claims, it is safer to re-word or re-phrase the claim.


It is dangerous to believe that our consumer, (but more important, lawsuits groups) will never ask questions about your Brand’s packaging claims.

Consumer groups have already created education content on the matter, calling some of this claims “useless”.

If you agree, let’s open up a conversation with your and your Brands.

A re-wording branding project must be enacted soon. Each of this claims most be reformulated into words that work with both the FDA and the Brand’s needs.

This way your Brand’s reputation and statements stay intact and your consumer’s trust will stay long after the FDA finalizes their rulemaking on these claims.

The DBC 


Other Facts:
 – The FDA was pressured to open an investigation on the term due to continuing consumer concerns and lawsuits regarding All Natural. This happened after the controversial legal action against 5 personal-care products.

– FDA opened the investigation in April 2016.

– This investigation followed a review of “misleading claim” cases from 2015 with Kind Bar and sparked the biggest food-related lawsuit yet, against Quaker Oats in May 2016 for their “100% Natural”.

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Inspirational Branding

Branding tips from CANDY store BRANDS


Admit it, we all get strangely excited when we walk into a candy store; even if you just pass by, we all get kid jitters looking at the beautifully colored packaging, neatly arranged sugar treats and vibrant typefaces.

Candy Store’s, may they be a boutique or not, are a delight for branding elements.
It’s not easy for a product to stand out, much less between a kaleidoscope of design and every branding element idea there is.

These guilty-pleasure Candy Brands, not just incite nostalgic feelings; they are evergreen Brands that are constantly evolving in styles and seem to get stronger in the fight of relevance within this new health conscious world.

Think about Brands like Dylan’s Candy Bar, Sockerbit, Baked by Melissa or Sugarfina. Think on how you feel when you walk inside the store… Oh Sweetland. A wonderland of  linking insights happening all around us. The key is to understand those links of style-concept ideas and link them to your Brand Objectives and Strategies.

Just the other day I gave myself a treat of Baked by Melissa’s signature mini-cupcake tie-dye. It’s a peculiar design for a cupcake in NY so I decided to research its story; turns out it’s inspired after a Rock Band “Grateful Dead” and the memorabilia around it. How cool is that!

It definitely is still, a sweet CANDYLAND of Brands, and it doesn’t seem to be getting slower anytime soon. We go to them when we need a pick me up, need to celebrate, need a little sweet push to get through the day; all to remind us of sweeter better times.


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