Where You From, You HEXy Thing?



Out with the old, in with the new HEX Performance laundry detergent bottles! That’s right, folks. Our sparkling new design is now on store shelves and online, and the rest of this makeover is mere months away. From Fabric Conditioner and Deodorizing Spray to their super-cool-new-dryer-product-you’ve-never-EVER-seen-before-and-I-can’t-wait-to-tell-you-about-but-it’s-a-secret-for-a-little-while-longer, HEX has everything you need to Clean Up Your Activewear™. It’s powered by science. It’s skin-friendly, planet-safe and biodegradable. And I use it on every single thing I wash because it gets the stink out yo stuff like crazy pants.

Check out this before-and-after — well, after-and-before if you want to be a stickler about it — and make sure to read all the rad new copy when you buy your own bottles. I wrote them with my own two hands.

NOW (sexy HEX):

 

THEN (a little too science-y):

 

 

 

 

 

 

 

 

It’s Snack-to-School Time.



As the kiddos head back to class, it’s time to shop for school supplies. Ask Made In Nature what’s required on their list, and I’d bet the $7.67 in my pocket they’ll say “organic Supersnacks.” They’ll also probably list a unicorn, rollerblades, scented stickers and one of those drugstore bouncy balls that’s too light to throw. (They like to have fun.)

(Banner ad design by Urban Canvas; creative direction and copy by me)

All the top students agree that nutrition is mandatory for A+ work, so head over to madeinnature.com for snack-to-school savings (use code GET10) now through tomorrow. Also, you should totally sign up for their newsletter — cue the positive peer pressure here — so you never miss a sale. Or just head to your fave local retailer to grab some Supersnacks in real life. I found our latest craze, Veggie Pops, at my local Safeway store and somehow managed to contain myself to only three bags. In one sitting.

Bon Appetaggio!



Seldom do I have more fun working on a naming project than I did on this one for Fiorucci. Fiorucci is basically a legend in the meat and cheese world — a virtual smorgasbord of fine Italian deli meats under a brand that’s been around for more than 160 years. Their products are deliciously authentic, exceptionally high quality and a perfect homage to their Roman namesake, the Fiorucci family.

As part of the Sigma family of brands, Fiorucci stands for flavor, passion and culinary creativity. As such, the brand’s latest snacking innovation needed a sophisticated, international-sounding name to match. The new products are fruit-infused cheeses wrapped in cured meats like prosciutto and salami, so the Sigma team challenged me to generate names that sound Italian and cue tempting flavor, but aren’t actual Italian words. They also wanted the name to make sense to English speakers since the products were launching in the U.S.

The winning name is Appetaggio™: a heavily Italian-influenced coined word that rolls off the tongue and is just downright fun to say. Visually, its two pairs of double letters complement the double-c in Fiorucci for a natural brand fit. The name originates from ‘appetite’ or ‘appetizer’ (a nod to snacking) + the suffix –aggio, which indicates the root verb of a noun. So basically, its own Americanized way, the name means ‘to have an appetite’ or ‘to snack’.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

(Image credit: Fiorucci Foods)

Look for all four flavors of Appetaggio products, plus other Fiorucci favorites in a grocery store near you. And until then, arrivederci my friends.

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