The Best of 2022

By: Jeremy Dahl

What a year! We had so much fun launching new brands and revamping some existing ones. With everyone needing an omni-channel solutions, it was top of mind to make sure the brand shows up in ways that feel consistent, but still fresh each time.

Hemp Hounds

Positioning, Brand ID, Logo, Packaging

Hemp Hounds is just about to launch in the New Year via Amazon and if you know anything about Bex, you probably know we are DOG PEOPLE. From utilizing a new packaging format for the treats, to creating bold and memorable graphics, to employing the amazing photography of Randal Ford — every part came together in a “pinch me” kinda way.

Joyride

Positioning, Brand ID, Logo, Packaging, Website

Joyride wins Most Dramatic Rebrand for 2022. Formerly Project 7, we changed the name, the look, the copy — it was basically a completely new brand. It was a wild ride to get there, but wow are we proud of the results and the newest sales figures that keep coming in with an overwhelmingly positive response.

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Good Karma

Positioning, Brand ID, Logo, Packaging

Good Karma was one of the kinds of rebrands we love to do at Bex. Great product, great name. We just needed to pinpoint our positioning and clarify communications. Once we all came to agreement on our positioning, the hierarchy of communication became clear and we were able to bring a design to life that was supportive.

Seaweed Bath Co.

Positioning, Brand ID, Logo, Packaging

The Seaweed Bath Co. rebrand quite frankly took us by surprise. Initially were a little timid about making a big shift — current consumers really loved the products (if you haven’t tried, we highly recommend the Ultra-hydrating Hand Rescue), but there were so many consumers new to the natural beauty category and we needed to share our points of difference in a way that was relatable to the growing consumer base. We developed the tagline of “unlock the magic of the sea,” along with a visual identity system that felt overall more approachable.

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Flour+Water

Positioning, Packaging

The source for great pasta. Flour + Water is a well-respected restaurant group from the San Francisco area. They wanted to provide an at home pasta experience as close to their famous dishes as possible, so while front of pack needed to catch people’s eyes, we spent a lot of time refining the back in order to give the quick tips necessary to create great pasta dishes at home. The visual identity follows the ethos of simple ingredients and methods that determine the menus at Flour + Water restaurants.

Back to the Roots

Positioning, Brand ID, Logo, Packaging

Back to the Roots continues to be a juggernaut in the gardening category, giving gardeners an accessible organic option for multiple soil occasions, a hydroponic growing kit, plant food, germination and culinary kits. We continue to evolve communications and design slightly as we learn more about the Back to the Roots customer.

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Troov

Positioning, Brand ID, Logo, Packaging

Troov launched late 2022 with their all-natural energy drinks. The logo and visual identity speak to the concept of Flow State — being in the zone, where you feel ultra-focused in the present. Packaging specifically highlights the clinical dosages of nutrients required to achieve the desired function of the beverages and the streamlined look enhances the efficacious look/feel. Fuel your flow.

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Joyo

Positioning, Brand ID, Packaging

These Joyo beauties launched in Erewhon last summer & it’s been a wild ride since then! We collaborated with Quentin Monge to develop the scenes that visualize the function of the beverages. They are the most refreshing modern twists on classic tea flavors that we all love here at Bex!

Ozery Family Bakery

Positioning, Brand ID, Logo, Packaging

We did some tweaks on the Snacking Rounds for Ozery Bakery to cater more directly to their consumers — mostly purchased by parents and enjoyed by children. We simplified the communication, made the illustrations more playful, and changed the flavor names to be more identifiable for people of all ages.

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Jonathon Dahl

Positioning, Brand ID, Logo

Jonathon Dahl (Jeremy’s brother) celebrated 20 years of making custom cabinetry in 2022. His business has grown tremendously, so both his competition and target audience has evolved. The new visual identity speaks to both his commercial and high-end residential clients. Elevated copy tone helps reinforce the visuals to communicate the unmatched quality of his work.

The Humble Seed

Positioning, Brand ID, Logo, Packaging

We had an amazing time working with our friends at The Humble Seed. This is a snacking brand that can be used in any snacking situation, so it needed an identity that felt simple, friendly and versatile. We wanted to inspire consumers to get creative with usage and occasion. The packaging developed for The Humble Seed helped them launch into Sprouts and they were selected for their “find a new favorite” program.

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Seedwise

Positioning, Brand ID, Logo, Packaging

Our friends at Ozery Bakery launched their second brand Seedwise at Expo West 2022. We pivoted from the Ozery branded clusters to Seedwise and also launched granola under the new brand. Now enter cookies. We followed the general communication hierarchy established earlier with Clusters and Granola, but we dialed up the indulgent communications with more celebratory color fields, splashing milk and delicious-looking cookie illustrations from the wonderful Cherie Sinnen.

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