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Packaging spotlight: 5 fresh natural products redesigns

What's new in natural food and beverage packaging.

It's weird to regard something as ephemeral as packaging as vital to a brand's success, because consumers typically don't use packaging for long. They buy a product, keep it around for a couple days, hidden in the cupboard or fridge, and then recycle it (hopefully) or throw it out.

But package design is vital.

One Nielsen study found that 64 percent of consumers try a new product because the package catches their eye, and 41 percent will continue to purchase a product because they prefer its packaging—not taste, not healthfulness, but how the product looks on the shelf. 

Packaging matters. That's why we deem it useful to highlight new, effective natural products redesigns that freshen-up stagnant brands, and better appeal to modern shoppers. Find below a few of our favorites. 

Slide the dial (positioned in the middle of each picture) to view each product’s"before" and "after" package redesign

Waterhill Naturals

For their line Waterhill Naturals, fourth-generation-owned company Old Neighborhood Foods collaborated with the creative agency Haberman to launch this beautiful, updated packaging for classic deli meats. Rather than plaster the packages with images of idyllic farm scenery—a motif that Haberman says is overdone—the bright, modern design encourages Waterhill to “tell their own authentic story in a way that stands out from the competition.” A subtle checked design evokes lazy outdoor picnics.

We also appreciate how the company preserved transparency—physically and philosophically—by packaging meats in a clear bag, so shoppers know exactly what they are buying.

Soul Sprout

A massive overhaul for this raw and organic brand, Soul Sprout, formerly Two Moms In The Raw, not only altered their name, but also retooled their entire packaging for an edgier, nearly rock ‘n roll look (doesn’t the new packaging feel like it traded in a cardigan for a leather jacket, dude?). The black background allows images of main ingredients, in this case blueberries and almonds, to shine.

It’s interesting to note that the new name—Soul Sprout—also shifts the focus of the entire brand. The bars, grain-free cereal and crackers are still raw, but now eaters are enticed by “high-bioavailability” sprouted ingredients.

“More and more people are discovering the power of eating a plant-based diet, particularly one that centers on organic and sprouted ingredients,” said Matt Fuller, CEO of Soul Sprout, in a statement. “At Soul Sprout, we craft delicious organic snacks packed with lively, sprouted ingredients to help you feel great, heal yourself when things get out of balance and function at your highest level. We call that Accelerated Nutrition.”

Duke's


As packaging updates go, smoked meat brand Duke’s is subtle but effective. Notably, each package now features an illustration of the main ingredient that adds the most flavor, in this case, a golden honeycomb. The new packaging also features Duke’s “Made with 100% grass-fed beef” sourcing practices, which wasn’t even mentioned on the former packaging, and protein and sugar counts in the upper right-hand corner.

"There is a movement towards real foods with six out of 10 consumers claiming that they read labels to make sure that ingredients are simple and recognizable,” explains Duke’s president and founder, Justin Havlick (who is also the guy on the package). “We are excited to be offering a variety of high-protein, low-sugar snack options crafted with high-quality ingredients and authentic flavors.”

Harmless Harvest

Sometimes we’re so fixated on foods that come in plastic packages that we forget to focus on produce. While we believe the less packaging the better, it behooves fruit and vegetable companies to have some sort of label or indication on fruit that speaks to brand ethos. Case in point: organic banana supplier Organics Unlimited, which sources fruit sustainably from Mexico and South America.

Organics Unlimited

Sometimes we’re so fixated on foods that come in plastic packages that we forget to focus on produce. While we believe the less packaging the better, it behooves fruit and vegetable companies to have some sort of label or indication on fruit that speaks to brand ethos. Case in point: organic banana supplier Organics Unlimited, which sources fruit sustainably from Mexico and South America.

We love how Organics Unlimited effectively tells their brand’s story in just a miniscule amount of space.

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