The Double-Edged Sword of Natural

The Double-Edged Sword of Natural

Since the dawn of man, we’ve been obsessed with food, and if you need evidence in this day and age, look no further than a millennial’s Instagram. Food has and will always be a means of survival, but for many, foods role has evolved from sustenance to enjoyment. Prominent trends such as Transparency, Veganism, Mindfulness, Freshness are at the forefront. One Master Trend overrules them all simplicity in food. We all win… Or do we? We’re in a race to the bottom of an ingredient list. We are removing as much over-processing as possible. These are all good things, but… In the process, an important equity has been lost – taste differentiation. Which is something Big Food always benefitted from.     And for decades, Big Food has built brands on the pleasure of taste… irreproducible, proprietary, unnatural but ultimately delicious taste. A locavore or organictarian, with a gun to its head, would choose an Oreo over a private label knockoff, no questions asked. A Dorito over a cheese flavored tortilla chip. A Coke over cola. Intensive food science, heavy processing and laboratories that double as “kitchens” gave way to these patented, competitive brand advantages. These fabricated flavors turned products into household names, and ultimately billion-dollar brands. Yet the same practice that built Big Food up, is now responsible for its demise and vilification. Less Ingredients + Less Processing + Less Engineering = Commodities. So the natural foods industry is now faced with answering the tough question of how do you democratize natural food without falling victim to the dreaded C-word; commoditization? How do you build a meaningful brand without the type of flavor differentiation Big Food benefitted...
Press // Phin & Phebes

Press // Phin & Phebes

  “Phin and Phebes started as a regional brand in Brooklyn, NY and made a name for itself with unique and surprising flavors. When the potential to become a national brand presented itself, Phin and Phebes partnered with Interact to help bridge the gap from the small cult followings of Brooklyn into an approachable, mainstream consumer brand that still had soul.”   We’ve been recognized by The Dieline for our work on the Phin & Phebes ice cream rebrand. Check it...
Press // Doctor D’s

Press // Doctor D’s

“The Doctor is in! Doctor D that is. This sparkling probiotic beverage is packed with live probiotics along with lactobacillus, digestive enzymes, and amino acids to support digestive health in a crisp, refreshing way. Doctor D’s partnered with fellow Colorado-based studio, INTERACT Boulder, to breathe new life into their brand and packaging. The objective was simple: increase visual impact in a chaotic kombucha/probiotic category, increase memorability and simplify the experience.”   We’ve been recognized by some great packaging design blogs for our work on the Doctor D’s probiotic drink rebrand. Check it out! The Dieline World Packaging...
Press // Brami Beans on the Web

Press // Brami Beans on the Web

Behold the almighty lupini bean, the super legume that contains more protein per calorie than any plant on Earth! We partnered with Brami to sculpt the future for the emerging snack that is both delectable and nourishing. The brand spankin’ new branding and packaging design has given Brami the energy and power to match what each little bean embodies.   We’ve been recognized by some of the greatest packaging design blogs out there, read more here! The Dieline Packaging of the World World Packaging Design...
Expo Trend Predictions

Expo Trend Predictions

Expo West 2016 came and went, and we are reflecting on some trends we were on the look out for this year. Our friend and industry expert, Eric Pierce from New Hope’s NEXT Date and Insights team gave us some valuable insight about what to expect see at Expo this year. TRUST YOUR GUT Consumers are reevaluating their decision making in food choices and shifting their trust to the tried and true methods proven effective through history and culture. With a renewed focus on good gut health, foods high in probiotics are on the rise. Doctor D’s Water Kefir contains high level of live probiotics inside, from beneficial bacteria and yeasts present in the kefir. Astringent flavor profiles show up in the form of kombuchas, shrubs and switchels. These vinegar tasting refreshements are popular for being packed with probiotics to support good gut health. Eric says that there is space for this distinctive flavor to move into other areas, like savory prepared foods. There are plenty of salt and vinegar chip aficionados, so we could see more integration of kimchi and sauerkraut flavors in unexpected ways.     STOP STRESS, FIGHT FATIGUE In our busy world, people battle with a variety of minor day to day ailments. There is a constant balance between sleeping well at night and staying alert during the day. Supplements that keep consumers both mellow and focused are in demand. Adaptogenic herbs balance, restore and protect the body. By optimizing adrenal response, stress and fatigue are reduced. We are seeing products with these herbs moving outside of the supplemental space into snacks and performance drinks. Rebbl is...
Interact Drops Some Knowledge at BevNet’s 2015 Winter Conference

Interact Drops Some Knowledge at BevNet’s 2015 Winter Conference

On December 6th our Creative Director Fred Hart was given the opportunity to speak at BevNet in Santa Monica to a room full of hungry (and thirsty) beverage entrepreneurs.  His topic, The Six Principles of Branding and Packaging, focused on helping entrepreneurs understand the fundamental truths that drive powerful brands and packaging design. Each of the Principles below encapsulates a great idea that Fred expands upon in his talk. 1) Know Yourself 2) Your Brand > Your Product 3) The Power of a Promise 4) Challenge the Category 5) People Don’t Read 6) The Power of Social Currency Check out the video below for the full talk!  ...