Blue Marble Brands

Micro Brands With Big Personalities

Blue Marble Brands is a leader in the booming organic and natural food industry, now marketing 22 brands and over 800 products nationally. While they grow their business, The Donaldson Group is helping them develop each of their brands.

CHALLENGE

Blue Marble Brands, the marketing division of United Natural Foods, Inc, has grown dramatically since its inception in 2006. Started as a core group of specialized brands, they have become a Who’s Who of the organic and natural food industry, with well-known brands such as Organic Baby, Harvest Bay, Woodstock Farms and Mediterranean Organic. While growing at such a rapid pace through several acquisitions, the company has had the challenge of refining, developing and building unique brand personalities for each of its very distinctive brands.

SOLUTION

Build a strong partnership and streamlined procedures for designing and producing everything from trade ads to sell sheets, packaging and websites. And be sure the partnership integrates internal capabilities on all levels.

RESULTS

Barely a year later, the partnership between BMB and The Donaldson Group developed brand personalities, websites, print collateral, advertising and promotions for over a dozen distinctive brands. Websites have been developed that are unique or templated based on architecture and functional parameters established prior to design; distinctive positioning has been presented that reflects detailed creative strategies, prior brand intelligence and focused design development; and deliverables have exceeded market expectations because they are on target and on message.

Efficient procedures and true partnering have allowed BMB to accomplish far more on tight budgets than would be expected without such a relationship.

CLIENT TESTIMONIAL

“The Donaldson Group has brought fresh thinking to each assignment they have worked on including consumer ads, trade ads, packaging and websites. Their ability to understand the essence of a brand and deliver effective creative shows a winning combination of intelligence and creativity.”