Naturya品牌形象设计

VIS设计

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发布于2017-10-11

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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.


【 The Challenge】


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.

“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.”

Ali Wilde, Marketing Director, Naturya

 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 Solution】


‘Whatever you do, do it for real’ provided the creative un-lock for visual identity and packaging.

“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”.

Marie-Therese Cassidy, Executive Creative Director, FutureBrand

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.

“When you are building a new brand to meet new consumer demand, it takes very special foresight from others to visualise the opportunity in the same way that FutureBrand do. We met with dozens of agencies, a few grasped it but only FutureBrand absolutely got why we do what we do. Their vision, creativity, passion and culture is inspiring. Their work on Naturya reflects all of it and more.

Ben Purcell, CEO, Naturya


【The Results】


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 continue to work with Naturya, with a bespoke pop-up retail space coming soon.



自2009年以来,Naturya在英国和欧洲的保健食品市场蓬勃发展,迅速成长为一个领先的超级食品品牌。在巴斯附近的办事处,他们以道德和尊重的方式经营业务,以公平,可持续的价格采购始终如一的优质产品。


挑战


为了将品牌提升到一个新的水平,从利基超级食品到生活品牌,Naturya转向FutureBrand进行战略定位,视觉识别和设计。

“设计对于支持Naturya改变我们吃饭方式的全球使命至关重要。给食物最有营养的食物味道很好,看起来很神奇,让你感觉更好。

Naturya营销总监Ali Wilde

 最重要的是这是一件好事。重点是产品的好处,来自于人们的生活。 FutureBrand和Naturya希望这个品牌能够像大家一样。这不应该是无法获得的,而应激励你以无论激情或志向驱动你的成就。


解决方案


“无论你做什么,做真实的”。

“Naturya让你觉得活着,活力十足,我们希望通过设计语言,使这个积极和丰富。以前,标识被隐藏,或者被用作更多的代言人。新标志将标志性标志的中心舞台置于新视觉语言的核心位置。

未来品牌执行创意总监Marie-Therese Cassidy

新设计保留了同样的大胆和可导航的调色板,灵感来自于大自然的活力,但额外的插图增添了一层能量,真正的庆祝和英雄的质量成分,创造了一系列嗡嗡作响的生活和可能性的包装。开发的设计系统意味着包装具有自己独特的身份和个性,同时成为令人兴奋和协同的一部分。每个包包的额外的金色的全新添加到高品质的无光泽底物,真正展示了新的设计和这些优质的产品。

“当您建立新品牌以满足新的消费者需求时,与其他人一样,通过与FutureBrand的相同方式可视化的机会十分特别。我们期待着您的回音。他们的愿景,创造力,激情和文化是鼓舞人心的。他们在Natura的工作。



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