Prana
Create an impactful brand with purpose
that celebrates food and life
Create an impactful brand with purpose
that celebrates food and life
challenge
Well-established in Canada but eager to expand, Prana, a Montreal-born organic snack and ingredients company, took on a branding redesign to get ready for their next phase of growth. The objective: Create a brand experience that goes beyond the product, to set Prana apart from a growing competitive landscape flooded with private labels. For Prana, organic is all about being good to people and the planet. We needed to share this value through branding, but also through Prana's greatest communication tool—their packaging.
strategy
We reviewed analyses, audited the competition, visited stores, conducted work sessions and interviewed key employees. What we discovered: At Prana’s core is a spirit of goodwill that translates into a celebration of food and life. By looking beyond the nutritious benefits of their products, and focusing on the joyful energy that goes into them, we could connect consumers with the joy of eating well and being part of the greater good. Prana’s new positioning champions their positive purpose and meets younger consumers, who are more likely to seek out natural foods, right where their preferences and values intersect.
execution
The platform redesign captures Prana's unique joie de vivre with bold colors and lush food photography. Their extensive portfolio of products is now cleanly organized by category, making it easy for consumers to navigate. The hummingbird, already present in the brand's logo, was revitalized to become a central symbol that speaks to the power of small initiatives and the beauty found in strength. By highlighting and reimagining these elements, we strike the perfect balance between Prana’s sustainability mission and impressive taste credentials.
impact
Prana's new brand and packaging platform pops in-store and is a clear standout alongside competitor brands. Consumers have shared love for the new look, as have chain buyers. "The response was instantly positive when we presented the new brand to stores. The joyfulness and feel-good vibe shines through. It makes everyone smile and it's a natural fit for Prana." - Janick Parent, VP Marketing at Prana
Merci
team
Agency: La Famille . Brand and Content Strategy: Marie-Ève Caron, La Famille . Art Direction: Caroline Reumont . Illustrations: André Dubois . Photography: Dominique Malaterre . Food Stylist: Laure Corten . Product ads animation: François Genois . Graphic Production: Steve Desmarais . Project management: Julie Charlebois . Website: Absolunet . Portfolio Photos: Hans Laurendeau
