# Direct-Language Branding The Rocky Mountain Equipment Oil Screams Dependability By Jamie Danielle Munro | Published 2012-04-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rocky-mountain-equipment References: [lovelypackage](http://lovelypackage.com/dependable/) & [taxi](http://taxi.ca/) [Rocky Mountain](https://www.trendhunter.com/trends/k9s-for-warriors) Equipment promotes its latest oil product as dependable. Seemingly obvious enough, this type of branding demonstrates the value of [direct-language over innuendo](https://www.trendhunter.com/trends/scotts-protein-ball). The design is relatively simple, with a black background for the container with orange, yellow and red wording that reads, "This is Dependable," followed by the specific product. Much branding these days is done with [subtle hints](https://www.trendhunter.com/trends/censored-truth) and based on unconscious desires that advertisers tap into. Agency Taxi, responsible for this design, opted for a more obvious aesthetic. When it comes to oils and fluids for various machinery, one does not want to risk a potential explosion or malfunction, which is why this type of branding works so well here. Consumers want to know if the product works are not, and are not prepared to play guessing games. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 52% | Activity: 21% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Direct-language Marketing:** Businesses are using direct language in their branding to promote trust and dependability. - **Obvious Aesthetics:** Many companies are choosing an obvious and straightforward design aesthetic to promote transparency and simplicity. - **Value-based Branding:** More businesses are using value-based branding, focusing on a specific benefit or attribute of their product or service. ### Sectors Adopting This - **Oil and Fluids Industry:** The oil and fluids industry could benefit from using direct-language branding to promote safety and reliability. - **Marketing and Advertising Industry:** The marketing and advertising industry can explore the use of value-based and obvious aesthetic branding to promote honesty and transparency. - **Machinery Industry:** The machinery industry can leverage direct-language marketing to promote the dependability and safety of their products. ## Related on Trend Hunter - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Anti-Design Pet Food Packaging](https://www.trendhunter.com/trends/gentle-giants.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Wisdom-Focused Skincare Packaging](https://www.trendhunter.com/trends/wise-personal-grooming.md) - [Minimalist Supply Packaging](https://www.trendhunter.com/trends/optimal-home.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Premium Protein Rebrands](https://www.trendhunter.com/trends/grass-rooted.md) - [Transparency-Focused Rebranding Campaigns](https://www.trendhunter.com/trends/scotts-protein-ball.md) - [Bold-Colored Tequila Campaigns](https://www.trendhunter.com/trends/undomesticate-campaign.md)