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Nature’s Way, a trusted heritage brand in the vitamin, mineral and supplements category was established in 1969 and boasts a loyal following. New entrants and fierce competition, however, became a threat to valuable shelf space and share of mind.
To differentiate and assert credibility, the brand repositioned itself around their compelling sourcing story – that to have the purest botanicals you need to source them from the places they grow best, which Nature’s Way has always done. This global story of respect for their farming and foraging partners and the places nature intended them to grow was the inspiration point for the brand strategy, package redesign, and logo refinement. With a portfolio in the hundreds, a disciplined and clean packaging architecture helps product navigation; additionally, the color change establishes category differentiation between herbal supplements, minerals, standardized extracts and premium tiers. Their brand longevity is also a point of difference, and is celebrated in a banner framing a more modern take on their logo. To give the brand a design cue recognizable across multiple segments, we created an intricate and ownable pattern to frame the ingredient photography.
The design has been rolled out across their full portfolio and implemented in all consumer touchpoints – tv, packaging, digital and social – with much success.