Organic breakfast and snack food maker’s redesigned packaging with a bright new look makes it easier for consumers to find its healthy products .
Richmond, BC, Canada-based Nature’s Path, North America’s largest independent organic breakfast and snack food brand, is making it easier for consumers to find its healthy products with the introduction of a bold, bright new look.
“We want our packaging to stand out and reflect how Nature’s Path is different from your standard cereal and breakfast company,” says Arjan Stephens, executive vp at Nature’s Path. “We’re different because we’re independent, family owned and from day one—more than 32 years ago–always organic. We want this message to literally jump off the shelves. Our new packaging is exciting, innovative and fun.”
Bold colors and clean designs that “pop” on shelves makes it easier for consumers to spot their favorite products starting with front-of-pack imagery that focuses on the visual aesthetics of the food. The new packaging is currently rolling out to store shelves nationwide as Stephens answers Packaging Digest’s questions about the redesign.
What sparked the redesign at this time?
Stephens: Our previous packaging design was introduced six years ago and since then, we have evolved as have our consumers who want to choose organic foods from companies they trust. We wanted our packaging to be bold and exciting, to make it easy for consumers to find their favorite products and to tell our family’s path and commitment to organic foods which began more than 30 years ago
How many products are involved?
Stephens: As of spring 2018, all of our products will feature the new packaging redesign. Over the next few weeks at retail, consumers may see our old packing intermixed with new packaging. This is due to the flow-through approach we’ve implemented to roll out the new packaging. With this, old packaging is replaced as items are sold and store shelves are restocked, resulting in a zero-write-off brand refresh, since product with old packaging will not go to waste. This is the most sustainable, environmentally friendly option, and supports the company’s mission of always leaving the Earth better than they found it.
Can the design agency be credited?
Stephens: The new look is based on a design created several years ago by Wallace Church & Co., a New York-based branding and design agency committed to elevating great brands and developing new ones.
What’s the most dramatic change?
Stephens: Overall, the bold colors and new front-of-pack imagery that focuses on the visual aesthetics of the food, really pop and set the new design apart from the aesthetic of the previous design. Our front-of-pack images focus on the visual aesthetics of the food, highlighting the delicious products inside and our back-of-pack tells the story of our family-owned company’s origin and mission to advocate and champion food that is better for people and the planet.
What’s the most notable new element added?
Stephens: In addition to the bright new design, we’ve updated the copy on the nutrition panel and front-of-pack, so consumers can quickly and easily find the most important nutritional information.
What’s different that may not be apparent?
Stephens: Consumers should be delighted when they turn their Nature’s Path products over to see the new back-of-pack features including improved product descriptions, the story of our origin, and clearly outlined benefits of choosing Certified Organic and non-GMO. We focused heavily on telling our organic heritage, which in turn we hope will inspire consumers to choose organic.
New Envirokidz packaging features fun information about the front-of-pack animals and how consumers support the conservation efforts when they choose the product.
What callouts or claims were changed or added?
Stephens: We used “New” on all of the new packaging designs, followed by “Always Organic” which is a foundational principle at Nature’s Path. Other callouts including fiber levels, protein levels, etc., vary by product, based on the most important properties.
Were any structural changes made?
Stephens: Nature’s Path has transitioned the granola line from a bag-in-box format to a pouch format. This is in response to the consumer trend of eating breakfast on-the-go.
Hungry for packaging information and ideas? During WestPack in Anaheim, CA, February 6-8, 2018, were you’ll find free educational presentations, hands-on demos, networking opportunities and expert-led Innovation Tours. For more information, visit WestPack.