Columbia Gorge Organic just celebrated its 20th year anniversary by launching a brand new look thanks to Mythmaker. Beverage world says, ” with it’s new screw cap, four sided label and colorful new graphics, CoGo juice seems poised for prosperity”.  We could not agree more. 

Read the article here

The North Coast of California is home to many organic farmers and artisan food producers who’ve work hard to sustain a right livelihood. Jay and Dana Nichols, residents and environmental activists in this Northern California coast bioregion, wanted to inspire a local, community-based economy around the North Coast Agri-Artisan culture, and asked us if we could help them with the design of a local currency. Click here to see their blog.

Forbes has released the results of its annual “Americas Most Promising Companies” survey and Sundia came out on top. Growing at %300 a year, the company is on track to meet CEO, Brad Oberwager’s ultimate objective. “Our mission is to become the leading value-added produce brand in the world: Where there is food, there is Sundia”.

Click here to visit the Forbes site.

Last September, Potter Family Organics called on Mythmaker to help rethink its brand strategy and relaunch the company with a new identity and more focused message. The company’s line of organic yogurts, smoothies, puddings and dairy creamers hit the shelves the first week of August. “This was a major turnaround project for us”, says company president Robert Brewer”, ” and we could not have done it without the expert help we received from the Mythmaker team.” Check out www.Potterfamilyorganics.com.

What does it take to have a “Sustainable Package”?  Here’s how we did it with Swoonbeams

1. Use of less packaging. The Swoonbeams box is a simple folding structure with a band. Recycled, sealed paper board with a small amount of shrink wrap seals in the fudge. 

2.  The printing inks are soy based. These are not hard to find these days nor does it have to be more expensive and the quality is outstanding.

3.  We created a combination shipping and display box which makes for less shipping material waste.

Basic Guidelines To Strive For

A.  Is beneficial, safe & healthy for individuals and communities throughout its life cycle;
B. Meets market criteria for performance and cost;
B. Is sourced, manufactured, transported, and recycled using renewable energy;
C. Maximizes the use of renewable or recycled source materials;
D. Is manufactured using clean production technologies and best practices;
E. Is made from materials healthy in all probable end of life scenarios;
F. Is physically designed to optimize materials and energy;
G. Is effectively recovered and utilized in biological and/or industrial cradle to cradle cycles.

Check out the Sustainable Packaging Coalition for more information and help. www.sustainablepackaging.org

Not long ago The San Francisco Pizza Company came to us looking for help with their packaging. Founder Massimo DiScullio wanted to update what was, without a doubt, a predictable, old-timey pizza-parlor look. It would have been relatively easy to take the logo, mark and typography and give it new life. This is what the client was expecting. Ten minutes talking with Massimo, however, convinced us the job wasn’t that simple. A bigger opportunity lay hidden in the sauce.

The word “authenticity” has become an overused branding buzzword, but what does it really mean? In the past, marketeers have created works of fiction and presented them as reality—and the practice is still widespread today. Haagen-Dazs is a name that suggests an imported Scandinavian ice cream, when in fact it was created by a savvy entrepreneur in Brooklyn. General Foods’ never-aging home cooking expert, Betty Crocker, is another example of marketing fiction. But this approach is a lot trickier these days. Media savvy consumers can smell a fake in seconds. (I’ve watched this happen in focus groups. I sat in on a group that was trying out “Home Style Cookies Fresh from Rosie’s Kitchen.” There was no Rosie, no homey kitchen, and the cookies obviously looked like they came out of a factory machine. Regardless of how they thought the cookies tasted, participants blasted the product and the name, calling it “corny,” “dumb,” and “phony.”)

In the case of the San Francisco Pizza Company, we had the reverse situation. Here was a company about to launch a new line of 100% organic, fresh take-and-bake pizzas, and also was developing a line of gourmet, organic, fresh entree dishes. The company’s founder, Massimo DiScullio, is a five-star chef, born in Italy, who has been chef for some of the finest restaurants in the world. As we listened to Massimo’s story, we were captivated by his Abruzzian charm and his passion for cooking with the simple, wild-crafted ingredients of his homeland. This was not a Madison Avenue creation. This was the real deal sitting right in front of us, and clearly the existing San Francisco Pizza Company label missed the heart of the story.

Massimo embodies the authentic core of the brand. He is everything the company stands for. He’s not selling pizza—he’s on a proud mission to celebrate the great, Abruzzian foods he grew up with.

Company founders like Massimo make our job easy. In this case we convinced him to change the company name to Massimo’s Organic Gourmet; then we created a classic Italian look and a voice that came directly from “Chef Massimo.” In other cases, however, finding the heart and soul of a company takes more work. A product might have qualities that are real—a long history, high standards or healthy ingredients—but these aspects rarely go beyond the realm of “attributes.” They are call-outs on a package or messages on a billboard, simple points of differentiation. In the past, this is where much of the marketing world has put its focus: “How are we better than the other guy?”

“Authenticity” is a deeper dive. When a consumer starts asking questions like, What’s in it? Who makes this thing? Where do they come from? What are they like? What do they believe? and How do they treat their workers? she or he is looking for the authenticity factor.

A few years ago, author Bill Breen wrote an excellent article in Fast Company about brand authenticity in which he outlined the four pillars necessary for a brand to be authentic. He reduced the formula down to the following:

A sense of place
A strong point of view
Serving a larger purpose
Integrity

Many companies today spend a lot of time and money defining and expressing their particular values, which extend beyond traditional quality statements: “Caring for the communities we serve,” “Paying livable wages to our employees,” “Using only certified fair-trade ingredients,” or “Dedicated to using sustainable packaging.” This component creates an emotional link between the consumer and the product. And herein lies the difference between an authenticity-based brand, and a brand based on selling. When a brand is rooted in authenticity, it is actively striving to make a human connection.

Why is it worth the trouble and expense to have values at the heart of a brand? Increasingly, 21st century consumers want to know companies care about them or about the things they value. This lays the groundwork for a sense of real relationship between the consumer and the company. That connection might come from exceptional customer service, or from a company showing true care for the environment or the community. A creative or artistic approach to how the product is presented can also create a feeling of connection. Companies that take creative risks by offering up a surprising, fun or an irreverent presentation (as opposed to the traditional hard sell) are rewarded with consumers’ attention and loyalty. Pioneered by Odwalla in 1980, this approach helped build many great beverage companies including The Republic of Tea, Tazo and Jones Soda.

In today’s media-frenzied marketplace, more and more consumers are looking for products that do more than just meet an immediate need. Many shoppers relate to brands personally, and want to align themselves with companies that support their belief systems or their lifestyles. Whole Foods owes its success to this fast-growing consumer category.

If your company is good at making a human connection, you’re more likely to feel the love rather than the disdain. And in this age of niche marketing and social networking, those who love you and those who hate you are going to be having a very public conversation about the relationship.

So what should your company be doing to address this new paradigm? First, look at your own reality. You can start by asking these three questions:

Do our actions match our words?
Why are we in business, beyond making money?
Are we listening to our constituencies?

As you answer these questions you will start to get at the heart of your own authenticity, paving the way for broader and deeper relationships with your consumers and creating a strong community of loyal evangelists.

— David Bernard

Santa Cruz, California, March 10th, 2008 – The Northern California Manufacturers’ Association has invited Mythmaker’s David Bernard to speak about Odwalla, Inc’s devastating 1996 E. Coli contamination and product recall.

At that time Mr. Bernard was heading up “Channel O,” the company’s innovative, in-house multimedia communication department, which placed him in a unique position to document events. The presentation will consist of news footage taken over a twelve-month period showing how the event played out in the media, and the impact of the company’s message strategy on the evolving story – a strategy proven so successful the case study is now referenced in business schools. The event is open to Association members:

When: April 8th 10:30 AM

Where: Hampton Inn, Vacaville CA

More About David Bernard.

David Bernard is a marketing strategist and communications expert with twenty years of experience in multimedia and marketing operations. David has managed numerous brand development projects and product launches in the natural food and beverage industry. Experience as a former broadcast journalist and video producer gives him a unique edge on understanding message delivery and communication issues. David is founder of Mythmaker Creative Services, a branding agency that specializes in artisan, organic, and natural food and beverage products.

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