In business since the early '80s, Nature's is the only true natural food store in Central Oregon. The tidy store is well-stocked with local organic produce and a wide selection of organic market foods, all of which are rigorously selected for purity and wholesomeness. A second store will soon open, enabling Nature's to better serve the growing number of Central Oregonians who are adopting a healthier lifestyle.
With stiff competition coming from both local and national supermarkets, as well as crossover stores like Whole Foods, Nature's realized they could not create a competitive branding effort around their existing clip-art identity. What they needed was a new identity that would give them a strong, unique presence amongst their competitors. An identity that balanced sophistication and legitimacy with charm. A new look that would symbolize the store's friendly atmosphere and the wholesome food on its shelves.
Inspired by the stencil typography of vintage produce crates, the new logo hearkens back to a time in America when food was local, sustainable and healthy. A bumblebee apostrophe playfully suggests energy and vitality, while the new tagline "Honest Goodness," as well as accompanying colors, textures and type, confidently assert Nature's promise to its patrons: authenticity, purity and health.