COSTA MESA, Calif. ­­Alkemists Laboratories has finished a re-branding effort resulting in a refined name, redesigned logo, and revamped ad campaign for 2014.

Alkemist Labs, the company's new name, teamed up with Ney York-based design firm MSLK to find a new identity. The company's new logo features a bold "A"-shaped beaker set inside a molecular hexagon, which MSLK said will become Alkemist's seal of approval.

 We needed to strengthen our brand positioning and strategies to ensure we remain relevant while staying true to our core values," said Élan M. Sudberg, CEO of Alkemist Labs. "In this rebranding I felt it critical to make it clear that natural products testing is the only thing we do."

Alkemist Labs has assisted thousands of natural product companies approach, achieve and maintain cGMP (current good manufacturing practice) compliance in this regulated industry.