Publication: The Wall Street Journal

TERRA Chips Introduces New Look

March 7, 2014

The Hain Celestial Group, Inc., a leading organic and natural products company providing consumers with A Healthier Way of Life, today announced a packaging refresh for its TERRA brand root vegetable chips. The new look, designed by brand agency CBX, puts a modern spin on the brand’s classic black bag with dramatic food photography and a crisp architectural structure. Beyond the stylistic changes, the package refresh also highlights the real root vegetables in each blend through the use of icons at the bottom of every bag.

For more than two decades, TERRA snacks have provided consumers with delicious vegetable chips made from a diverse set of root vegetables — including taro, kabocha squash, parsnip and beets — in a variety of vibrant colors and sophisticated blends. The new packaging gives consumers a more distinctive view of the vegetable experience that awaits them inside.

“The root vegetables that go into TERRA set it apart from ordinary chips,” said Sam Garfinkel, Sr. Brand Manager of TERRA Chips. “Our packaging refresh puts these vegetables center stage on every bag to remind consumers of the unique taste experience.”

In January 2014, TERRA introduced two new flavors to its roster of global taste combinations: Tropical […]

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Will unwieldy name doom Obama’s myRA plan?

February 3, 2014

How names can make or break government programs

Financial experts are quickly evaluating President Obama’s newly proposed “myRA” savings program , determining whether or not it will be a boon to the millions of Americans who haven’t adequately funded their retirements. But marketing and branding professionals are weighing in on an altogether different aspect. Forget what the program can accomplish from a dollars-and-cents perspective, many say; the real problem is that the name itself may not add up. The issues are varied. Sure, the name is supposed to be read as “My RA,” but because it’s a play on the popular IRA program, there’s a temptation to read it as “My IRA.” President Obama himself made this slip when he spoke of the program during Wednesday night’s State of the Union address. As “a general rule of thumb, if a gifted orator like President Obama struggles to pronounce it, you may want to look into other naming options,” says John Paolini, a partner with Sullivan, a New York-based branding and marketing firm. Plus, on paper, the name looks like a woman’s name — Myra (a name shared by such figures as the famed British classical pianist Myra Hess and the […]

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CBX Overhauls the Ortho Brand

April 16, 2013

CBX, a brand agency based in New York City, collaborated with The Scotts Miracle-Gro Company to launch the packaging redesign of the Ortho(R) brand, the product line providing solutions for pest problems inside and outside your home. The goal was to simplify the shopping experience for consumers. Consumer research showed that communication on shelf was overly complicated, leading to a 30% walk-away rate, and requiring a cleaner way of communicating product benefits while improving the shopability. “CBX developed a visual strategy to communicate the Ortho(R) repositioning by simplifying the architecture which improved the shopping experience,” says Rick Barrack, Chief Creative Officer, CBX. “By making the master and sub-brand of equal importance, it was easier to read and therefore shop on shelf.” The CBX team redesigned the brand mark to reflect that of a home, communicating the benefits of this contemporary household brand. This subtle, yet innovative shift, reassures consumers that Ortho(R) is the singular, effective brand to have in and around their homes. Communication on-pack was a key focus. The CBX team cleaned up the design by simplifying font treatments and implementing color changes. Meaningful visual equities such as photography were incorporated to communicate the problems consumers face and the […]

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Marketing Decoder: Schweppes Bottles

November 7, 2012

Schweppes wanted to freshen up its image yet draw on the traditions of the sparkling beverage brand, which was founded in 1783.

“Redesigning a brand with 230 years of heritage was no easy task,” says Tony Jacobs, senior vice president of marketing with Dr Pepper Snapple Group, which markets Schweppes ginger ale and other sparkling drinks in the U.S. and Canada. “Get it wrong, and you’ve alienated millions of consumers.”

The company brought in brand agency CBX, which spent six months on a design that tackled the desired look and feel of the packaging, which is currently rolling out to store shelves.

The angle of the resulting brand logo and banner were tilted counterclockwise (1) for “a little more energy and movement, while allowing the brand to appear larger and more impactful,” says Satoru Wakeshima, senior vice president and general manager of CBX. Now, when viewed from the front, the brand mark looks larger—even though it isn’t.

The brand mark, which Schweppes also refers to as the ribbon(2), now has a “clear beginning and end.” Before, the ribbon “curled on the edges,” says Mr. Wakeshima. Now its shape is more sharp, signaling strength and a contemporary spirit, he says.


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