Nature’s Path Debuts New Branding
The company is implementing a sustainable approach to rolling out the new packaging
In an effort to make it easier for consumers to find its products, Nature’s Path introduced new bold and bright packaging.
“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 vice president at Nature’s Path. “We’re different – we’re independent, family owned and from day one – over 32 years ago – always organic. We want this message to literally jump off the shelves.”
According to the company, bold colors and clean designs “pop” on shelves, making it easier for consumers to spot their favorite products. The front-of-pack imagery focuses on the visual aesthetics of the food, and highlights the characteristics of the product inside the package. The back-of-pack features improved product descriptions, tells the story of the company’s origin, and outlines the benefits of choosing Certified Organic and non-GMO.
For more than 32 years, Nature’s Path has been on a mission to educate, advocate and champion organic foods that are better for people and the planet. Throughout the years, the brand has built trust with consumers by being transparent about sourcing and sustainability. As such, the company is implementing a flow-through approach to rolling out the new packaging. 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.
As a part of the Nature’s Path brand refresh, the company’s EnviroKidz line is also receiving a redesign. The new EnviroKidz look features brighter, playful packaging and a more integrated logo, which all aligns with the new Nature’s Path packaging. Of course, EnviroKidz preserved the fan-favorite element on the box – the animals. The kid-friendly and informative packaging highlights information about the animals, and how consumers support the conservation efforts when they choose EnviroKidz, while also providing parents with important nutrition information on an updated front-of-pack and nutrition panel.
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