Recent Work.

La Terra Fina Spinach Dips Get Packaging Makeover

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. Among their many products are a line of fresh dips. The existing packaging design didn’t reflect the brand’s attributes as well as it could, so La Terra Fina called on us to help them.

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.

 

 

 

Halogen Creates Brand Identity for Circle Foods

Circle Foods manufactures and markets a variety of fresh, frozen and specialty packaged food products. As a business entity, Circle Foods grew by acquiring several established food companies. While these companies already had their own brand identities, Circle Foods’ brand hadn’t been developed yet. The management of the company made the strategic decision to consolidate the brands under a new Circle Foods brand identity and web site. That’s where we came in.

Our first step was to take Circle Foods through our process, BRAND ILLUMINATIONTM. In this process, we met with management and identified their business strategy, target market, budget and industry characteristics. Next, we conducted internal and external reviews of their brand. Then, we combined all of these inputs to establish a brand strategy and communications objective. Then we proceeded to the individual projects below.

The first brand element we created was the new Circle Foods logo. After reviewing several rough executions, Circle Foods selected one and we finished its final form. Then we developed a color palette and connected their tagline to the new logo to form a signature.

To be consistent with their strategy, we developed a design hierarchy of displaying the Circle Foods logo first and the product brands logos second. We employed this hierarchy on the design of their business cards, web site, sales collateral and trade show booth.

Circle Foods began leveraging its new brand identity immediately after its launch. Its management exhibited at a trade show with their new booth, the sales force began making sales calls with the new sales collateral and we helped them drive traffic to the new web site.

 

 

 

Halogen Creates Ad Campaign for Soft Gel

Soft Gel is a leading contract-manufacturer of nutritional supplement capsules, and a supplier of supplement ingredients to an international clientele of nutritional supplement companies. They engaged us to develop an ad campaign to promote their product CoQH-CF, a plant extract that benefits the cardiovascular system.

In this business-to-business campaign, our challenge was to communicate the product’s unique selling proposition – which is that it absorbs in the human system easier than competing products. We presented a range of concepts; Soft Gel chose the concept with a cinema poster theme and a headline that read, The Most Absorbing Story of the Year.

The ad campaign ran in a multitude of trade publications, and the client even extended the concept into a trade show booth design.

 

 

 

Halogen Creates Ad Campaign for OptiPure

OptiPure supplies high-quality, clinically tested ingredients to the nutritional supplements industry. They asked us to create an ad campaign to generate interest and stimulate sales of their product GlucoHelp, a botanical that helps lower blood sugar.

GlucoHelp’s unique selling proposition (USP) is that it has the highest concentration of the active ingredient, corosolic acid, compared to any other competing product. In effect, it’s the strongest product on the market. Our objective was to communicate this USP in a compelling way. Of the several concepts that we presented, OptiPure chose the one with a classic strong man versus skinny kid metaphor. We modernized this metaphor by using a mixed martial arts champ as the strong man.

The campaign, which ran in a variety of trade publications, has been met with a very positive response.

 

 

 

Halogen Wins International
Design Award

Halogen won the coveted Summit International Award for its design and development of the La Paz Optometric web site. The award was given in the health/medicine web site category. The link to the site is below.

http://www.lapazoptometric.com/

“We’re pleased to get this recognition from our peers”, said Wes Bentley, Principal and Creative Director. “We began with a strong concept. Then we added content, design and functionality that give the user a unique and informative experience. We completed the site with robust programming and validation.”

The Summit International Awards organization recognizes creative excellence in small and medium-size firms. This year’s panel of judges included professionals from over fifteen different agencies around the world. They judged thousands of entries from twenty-five different countries.

Halogen Rebrands Cyvex Nutrition

Cyvex Nutrition® supplies ingredients to the dietary supplements industry. Their marketing communications are business-to-business as their target market is R&D, marketing and purchasing professionals in the dietary supplements industry.

Our Challenge

Cyvex Nutrition had grown and launched many new products over the years. They developed some of their marketing materials in-house. Other materials were created by a series of different outside firms. The result was a mixture of inconsistent brand communications. Our challenge was to develop a new brand strategy, and apply it to the new design of their brand I.D., tagline, marketing collateral and web site.

Our Solution

Our first step was to take Cyvex Nutrition through our process, BRAND ILUUMINATION.™ In this process we met with Cyvex Nutrition and identified their business strategy, target market, budget and industry characteristics. Next, we conducted internal and external reviews of their brand. Then, we combined all of these inputs to establish a brand strategy and communications objective. Then we proceeded to the individual projects.

Logo

The first project we worked on was the logo. While we felt there was considerable equity in the current logo, as they had used it for many years, we also saw some of its shortcomings. One drawback was that the starburst didn’t reproduce well in small sizes like on a business card or in an inexact printing processes like flexography (the process for printing on corrugated cardboard boxes).

We also felt Cyvex Nutrition has a unique brand equity in their signature products, each of which has its own logo. All of the logos have a common element: a stylized calligraphic swash. We noticed that the current logo didn't relate to the logos of the signature products. During this process, we thought that it should relate.

 

In our logo solution, we retained the basic letterforms and colors from the original logo to preserve the brand equity, but we removed the starburst graphic that limited its use in different media. Next we gave the diagonal stroke of the X the same calligraphic quality as in the logos of Cyvex Nutrition’s signature products.

Tagline

For our next project, we rewrote the tagline after Cyvex Nutrition asked us to emphasize quality and innovation. Our solution: Where Innovation and Quality are the First Ingredients. We incorporated Cyvex Nutrition’s request to mention quality and innovation and we used a word that relates to the business that they’re in — ingredients. As you can see, the word ingredients can be taken literally and figuratively.

Visual Motif

In developing visual concepts for the web site, our goal was to design motifs that we could universally apply to any marketing materials. We applied our solution, the grid concept, not only to the web site, but also to marketing collateral, packaging, trade show booths and print advertising.