How do you build sophistication and a cool, casual overtone to your natural products brand? Simple: be cool, casual and sophisticated, and let the brand flow from you.

Adam and Marty Butler of branding agency The Butler Bros take to the floor of Natural Products Expo in search of more standout brands in this installment of "Expo through the eyes." Today's brand, HiBall, is a zero-calorie, organic energy drink that manages to stand out on the Natural Products Expo show floor by ... well ... not trying to stand out. Want eyeballs to land on your product? Watch on.

Want more of this valuable how-to content for natural products brands? Check out the NEXT Natural Products Industry Accelerator, a new searchable online that platform that gives entrepreneurial brands searchable access to the education, tools, service providers and networking contacts they need to launch and grow their natural products businesses.