Astrid | Marlis is always learning new things. Working with entrepreneurs immersed in the natural beauty and wellness industries, we constantly do research, follow honest influencers, and talk with experts. Not only do our explorations benefit our clients, but we also benefit as discerning consumers. The natural health and beauty space is vast. Thoughtful branding guides our choices—from coffee alternatives to chiropractors to shampoos—and those choices can affect our well-being.
I recently moved from the Bay Area to Santa Fe. Moving forces everyone to explore new options and make choices that affect their well-being. And the many, and often unfamiliar, choices offered to us in the grocery aisle can be overwhelming.
My first week in Santa Fe, I joined the local natural foods co-op. I’d been to the store before and knew they carried lots of local and organic food. On that first shopping expedition, I stood in the narrow, well-stocked condiment aisle in front of the hot sauces. With chili peppers practically being the state vegetable, I found, as expected, several brands produced in New Mexico communities, including Taos and Hatch. Great! But when I read the labels carefully, I saw ingredients I like to avoid: xanthan gum, for one, had affected my digestion in the past.
Researchers have found xanthan gum causes no real health risks but can disturb the gut and microbiome in some people. It also can act as a laxative—not always a bad thing—and there is some evidence that it can lower blood sugar and shrink tumors. I might not have made the connection between xanthan gum and my digestive troubles had I not, in the course of working for a company that makes salad dressings with avocado oil, read a series of articles on every gum from to gum Arabic by Chris Kresser.[1] My gut felt off every time I sampled one of my client’s dressings.
Four hot sauce brands for sale in the Santa Fe food co-op were organic; four were not. All but one had xanthan gum. I put that organic hot sauce in my cart. Ironically, Tia Lupita’s Hot Sauce is made in Northern California.
Though I don’t love the packaging design, I’m primarily considering the packaging copy here. Not only does Tia Lupita’s hot sauce not list xanthan gum in its ingredients, but the label is easy to read. The NON-GMO and Gluten-Free badges are well-placed yet don’t interfere with the brand’s homey, upbeat character. Apart from having a brief, understandable ingredient list and certifications that assured me I was putting healthful natural food in my cart, the bottle of Tia Lupita offers a short origin story on the back label by Hector, “Proud Son and Founder.” The playful brand story delivered in a conversational voice made me smile, Hector described his mother as everyone’s favorite aunt. The packaging copy checked all the boxes: it cross-sold, inviting me to try two other Tia Lupita Foods; asked me to recycle the glass bottle (of course); told me to refrigerate my hot sauce after opening; and advised me that because separation is “natural,” that I should shake the bottle first.
Hot sauce isn’t generally thought of as a nutritious food. Nevertheless, like any other lifestyle choice, it can affect our health. Ultimately, the beauty and wellness markets include much of what we bring into our lives—from the insoles we put in our shoes to the materials our dentist uses to fill our teeth. Conscious branding, which includes being rigorous about what ingredients and methods your company or practice uses and being transparent and communicative, shapes people’s choices and, thereby, their well-being.
As a brand writer, I may be more sensitive to how well products and practices communicate their attributes. Still, a dentist who recommends fluoride-free toothpaste and offers alternatives to root canals immediately should make these approaches known to potential and current patients. A chocolate bar made with real cacao and sweetened with dates—shown to reduce inflammation instead of exacerbating it like refined sugar—will rightly capitalize on its healthful ingredients. On the other hand, bottled tea that announces it is gluten-free will make me shake my head. The company should highlight only pertinent benefits.
I’ve focused on content in this blog. But of course, any product or service needs to build its brand around more than just a list of haves and have-nots. Sharing a brand story that sets your product or service apart is essential. A tagline can say a lot with a few words. But, as we cruise down a grocery aisle or visit chiropractors’ websites, design is the first and most influential branding element. The use of space, typography, color, and even texture matter, and more and more often, packaging materials greatly influence our choices. That’s why at Astrid | Marlis, we begin projects with a hardworking brand strategy that positions our client’s service or product and aligns with their values. We check that the design and writing, whether web content or a back label founder’s story, strengthen one another and reinforce that brand strategy. We want people to make informed, balanced choices—because the most insignificant choice can affect our health and sense of well-being.
When we feel good, we can feel good about life. In the noisy space of health and beauty, Astrid | Marlis points the way toward the best natural products and practices and the best people. If you’re a conscientious natural beauty or wellness business looking to better your branding—we’re here for you.
12.2024