Agency: Super. Brand Consultants
Creative Director: Laura Moreira
Strategy Director: João Magalhães
Art Director & Illustrator: Frederico Pompeu
Photography: Bite Shot Studio
Project Type: Produced
Client: Natura Novarroz
Product Launch Location: Europe
Packaging Contents: Rice, chia seeds, quinoa, bulgur, cereals
Packaging Substrate / Materials: Paper, cardboard
Nowadays, thousands of people are changing their food habits. They question the composition of the food they eat, the presence of artificial ingredients, the provenance and authenticity, how food is produced & processed, the consequences for their health, and the impact on the planet.
Natura’s ambition was to provide the possibility of integrating healthy foods into people’s diets. Serving as the basis for a diversified, rich, tasty, and planet-friendly diet, while at the same time promoting and supporting values related to sustainability and nutrition.
Our mission was to bring Natura closer to its audiences. To do so, we modernized and humanized its visual identity and tone of voice across all its different touchpoints. We began by defining the brand strategy - we established a unique, ownable, and relevant set of values that, aligned with the brand personality and purpose, laid the cornerstone for a distinct character that would be the foundation of the new expression of the brand, visually and verbally.
We then created a tone of voice for Natura, focussing on humanizing the language, and ensuring that it delivered against the defined values of honesty, quality, empathy, positive change, and advocacy of what is natural.
The unique graphic system developed for the brand aims at emphasizing the close relationship with nature.
The different package layouts were designed according to different product specifications. The colours, along with the illustrations, are the most daring element of the graphic system, breaking with the stereotypes commonly present in the communication of many existing products in the category.
We created an illustration that identifies each of the product families and a colour palette that distinguishes different products within the same family. We also choose an organic and handwritten typographic composition, that sets a more emotional tone, and accentuate the natural and organic character of the product and packaging.
Through a free and unregulated composition, the messages and product descriptions adapt to the layout fluidly.
The stroke, textured and energetic, was intentionally organic, imperfect, and rough. Like in nature imperfection becomes perfect.
The key output of this rebranding was to visually realize the new brand personality through the articulation of a new visual language — a visual language that could communicate a wider range of products without losing consistency. We created an identity that is clearer and more relatable, and that puts nature in the limelight, granting, at the same time, the central stage to the new brand purpose.
Simplicity became the core of the brand identity, producing in return a package structure completely detached from the standards of the category.
This allowed both the package and the identity to be easily recognizable on the shelves. A large product range designed to be closer with nature - by its design and paper package choices.