Natural Force is a long-time client. In early 2019 they were interested in a brand overhaul and decided that they wanted to move away from a more masculine-looking brand after discovering that over half of their customers were women. They also wanted to transition from plastic bottles and tubs to more recyclable, planet-friendly containers. Everything was on the table: logo, packaging materials, overall design, photography, etc.
Since there’s no nonsense in the Natural Force products themselves, the concept for this rebrand was “transparency” showing and telling the customer exactly what was in the products.
All of our decisions came out of that singular idea.
As much as possible, we attempted to show the consumer the product itself through the packaging, whether that was in a glass bottle or through an unprinted area on a recyclable bag.
We also highlighted some of the ingredients in each product through high-end, custom photography the shots were carefully positioned around the typography for each label. No illustrations, photographs only what you see is what you get.
The name of the product also got top billing on each label, e.g., “Organic Whey Protein”, “Organic MCT Oil”, etc.
The white backgrounds provided a nice, clean base for the photographs and simple typography. It also helped reinforce the “clean” idea of the products themselves no fillers, additives, etc. The white was also a fresh departure from all of the colors and backgrounds used throughout the old packaging.
We also redesigned the logotype and created an “nf” icon that could be used in various instances. Both incorporate a leaf element into the letterforms to help reinforce the natural products and their connection to the earth.
The new packaging and branding were slowly rolled out throughout 2019, revenue has steadily increased, and customers love the new packaging. An overwhelming majority of positive reviews focus on the glass and recyclable nature of the new packaging. Some customers have informed the client that they purchased Natural Force products solely because they were packaged in glass. All labels are now biodegradable, and the plastic bags use 70% less plastic than the old Natural Force plastic tubs.