Since their inception, Nutiva has been on a quest to revolutionize the way the world eats. By sourcing only the purest ingredients, and educating the world about the benefits of organic farming, their coconut, hemp, chia and red palm-based products are changing people’s diets and attitudes about today’s food system. What hadn’t changed for over 15 years, however, was the look of their products at retail. So Nutiva initially approached us to completely redesign the look of their product line.
Before initiating the design process, however, we partnered with their team to establish a brand platform–identifying a brand archetype, establishing a core promise, and articulating brand values and personality traits. This platform was then employed to inform and inspire a new identity system to would be integrated across all of Nutiva’s communications, including packaging.
The resulting new system reflects the inspiring purity of their products. The bold water-color depictions of each ingredient set against a clean field of white ensures that the Nutiva brand will have a unique and unified presence across all communications, especially on-shelf.
Following the packaging assignment, we partnered with Nutiva to extend the new design to their website and collateral system.