If you walked into a natural foods store 10 years ago, and you could expect to be there for a while. Consumer packaged goods (CPG) packaging and brand messages were a bit messy, labels were crowded with benefit claims, and covered with bad type and green leaves.
Unless you previously identified with the company, you were challenged to make a judgement call on which cereal to have for breakfast before sundown. Part of the judging process included weighing health statements and nutrition facts against price, but could you find the information?
Fast-forward to today, where natural foods brands are much more prevalent. Giant food manufacturers actually own organic brands and many natural foods brands co-exist beside their over-processed cousins on the same shelf. Because of this on-the-shelf battle, natural foods brands had to simplify their messages, instill benefits into their philosophies, and clean up their packaging act.
In terms of brand messages, there’s a little of each home-grown hippie, crafted artisan, slick salesman, and everything in between. I did a survey of natural food brands web sites, looking for a design balance of clear story, fun messaging, authentic approach, and social community. These examples didn’t go too overboard on any of those four pillars. They are attractive, and make me hungry. And they’re not covered in green leaves!