FutureBrand teamed up with superfood brand Naturya in order to redesign their branding and packaging to be more accessible to the average consumer.
“Since 2009 Naturya has flourished in the health food market across the UK and Europe, quickly growing into a leading superfood brand. From their offices near Bath, they run their business both ethically and respectfully, sourcing consistently high-quality products at fair, sustainable prices.
To take the brand to the next level, from niche superfood product to everyday lifestyle brand, Naturya turned to FutureBrand for strategic positioning, visual identity and packaging design.”
“The strategic idea, ‘whatever you do, do it for real’ showcases the difference that Naturya makes in people’s lives. The focus is on the benefits of product, which come to life in the people that use it – their success stories born from the best ingredients from nature. FutureBrand and Naturya wanted the brand to feel like it’s for everyone. It shouldn’t feel unobtainable, but should inspire achievement in whatever passion or ambition drives you.”
“The new design retains the existing bold and navigable colour palette, inspired by the vibrancy of nature, but the additional illustrations add a layer of energy that really celebrates and heroes the quality ingredients, creating a range of packs that are buzzing with life and possibility. The developed design system means the packs have their own unique identity and personality whilst being part of an exciting and synergistic range. The additional touch of gold to each pack through the heart of the new brandmark adds a premium touch alongside matt substrate, really showcasing the new design and these quality products.
According to Ali Wilde, Marketing Director, Naturya: ‘Design is critical to underpinning Naturya’s global mission to change the way we eat. To give people the kinds of foods we should be eating; the most nutritious foods that taste great, look amazing and make you feel better.’”
“Marie-Therese Cassidy, Executive Creative Director, FutureBrand said: ‘Naturya makes you feel alive, bursting with energy – we wanted to ensure this positivity and abundance through the design language. Previously, the logo was hidden, or used more as an endorser. The new logo places the emblematic brand mark centre stage, at the heart of the new visual language’.
Jon Tipple, Chief Strategy Officer, FutureBrand said: ‘At FutureBrand, we are lucky enough to work with all kinds of brands with all sorts of challenges and ambitions. Every now and again, though, one comes along that reminds you why brands exist and the power they have to change lives for the better through simple, daily choices. Naturya is one of those and we’re really proud to partner with them on their journey to greatness.’”
“The new identity will launch over the coming months and is stocked in Sainsbury’s, Waitrose, Whole Foods Market, Planet Organic, Holland & Barrett, Ocado, Tesco, Boots, Superdrug and all good health food stores.
FutureBrand continues to work with Naturya, with a bespoke pop-up retail space coming soon.”
Designed By: FutureBrand London
Executive Creative Director: Marie-Therese Cassidy
Strategy: Jon Tipple, Chief Strategy Officer
Client: Naturya
Location: UK
