Our feet were tired, our camera rolls were full (as were our bellies), but most importantly, we left Expo West inspired by the sheer creativity of the companies fueling the natural products industry.
And oh the products! Plant-based ruled across nearly every category imaginable, but especially dairy, with special note of the proliferation of plant-based cream cheese options. Beverage continued to be a hotbed of innovation, from functional products promising good moods, good digestion, and good energy, to a whole host of non-alcoholic options that won’t leave you with cocktail envy. And snacks… So. Many. Snacks. The appetite for delicious, satisfying, unique, and better-for-me-than-potato-chips munchables shows no signs of slowing, and these makers are here for it.
Things we saw less of than in years past? Plant-based meat analogs, Keto-focused products, cookie dough, and marshmallows, to name a few.
And now onto design. What can we say? We’re obsessed. From the mature brands who have been at it for decades to small start-ups, this is a group who increasingly knows the power of good design. There was a level of sophistication on display that was truly impressive (and yes, some opportunities for improvement too). Below is a sneak peek at five of the trends that stood out to us. Of course, it merely scratches the surface of what we saw, so reach out if you want to see/hear more!
1. Candy Colored Goodness
Boldly colorful has been trending for years, but it seemed to reach a fever pitch at this year’s Expo. Long past are the days of junk food owning the world of saturated hues. Today’s natural brands frequently follow a familiar formula: a rainbow of background colors, a cute name in a friendly font, and a playfully arranged product. Not a bad approach, but one that starts to feel, well, formulaic. Regardless, brands like Goodles manage to stand out with a great name, distinct brandmark, and attention to iconic elements that can be turned into ownable assets.
2. Artfully Crafted Makes a Comeback
After the dominance of bright colors, sans serif fonts, and playful graphics of recent years (see trend #1!), we were excited to see a resurgence of crafted design. A new crop of brands are embracing classic typography, sophisticated colors, and thoughtful details, conveying a sense of care and product quality. Not surprising to see this trend taking off in beverage, particularly in non-alcoholic spirits.
3. Illustration Takes Center Stage
We are absolutely loving the explosion of weird and wonderful illustration styles in packaging. Illustration can be a powerful vehicle for storytelling, a personality amplifier, or a way to disrupt in categories dominated by conventional players. That said, there’s a tension between whimsy and appetite appeal… an illustration-forward design won’t work for every brand, and some categories (coffee, chocolate, beverages) are rife with this approach, making it a less foolproof way to differentiate.
4. Logos That Say More
Expo—like life—can be a bit overwhelming. We looked at and sampled countless fantastic products, but we often walked away and couldn’t remember the brand name (sounds like a problem we’re often asked to solve for our clients). It was great to see companies who put their brands at the center of their story. Whether broadcasting exactly what they’re about through a telegraphic name like Awake (our new favorite caffeinated chocolate) or using visual prominence and iconic visual expression to make their logos un-ignorable, these brands will be one step ahead of the game when they’re ready to grow.
5. Accentuate the Negative
There’s been a steady rise of brands that cut through the nicey-nice world of natural marketing, perhaps epitomized by the ascendance of Liquid Death and their “murder your thirst” tagline. Part shock-value, part palette cleanser, this approach works, too, because it fits with the zeitgeist shift toward embracing “flaws,” celebrating underdogs, and flying our freak flags high. Most importantly, these brands say, “we’re not for everyone,” and boy is that refreshing.
Interested in seeing more? Want to share some of your own observations? Drop us a line at hello@plantcreative.com or message us on LinkedIn