Good 'n Natural
A Uniquely Delicious Fruit, Nut & Seed Bar.
These delicious, wholesome snack bars are made from whole food natural ingredients, and come in four amazing flavors – Cranberry Almond, Peanut Butter, Chocolate, and Lemon.
To create a distinct branding system for Good 'n Natural, I turned to the inspiring story of its cofounders, Sarah Walker and Ann Scales. Athlete, nutritionist, and baker are just a few words to describe them. Using Sarah’s kitchen, they set out to create a healthy, wholesome, great-tasting nutrition bar for friends and fellow athletes. As the brand grew, their attention to quality did not.
I decided the main focal point for the visual identity should be the organic, all-natural ingredients. Using mostly overhead photography of the raw, simple foods that went into these delicious bars, I featured them prominently on each page. I selected an organic typeface for major headlines, two clean, simple sans-serifs for the body and subheads, and a minimal, slightly muted color palette that corresponded to the four launch flavors. I felt it was important that the background not be the default white, which was too clean and bright for this brand. Instead I set everything against a natural, organic backdrop of raw papyrus paper.
The branding began with a B2B press kit and business card design. We then expanded it to a matching PowerPoint sales presentation, all facets of an aggressive national print and digital advertising campaign, brand website, product packages, and store displays. With the new identity system in place, the brand team was able to successfully bring the product line into large retail stores, such as Kroger, Ralphs, A&P, Pathmark, Fry’s, Dillon’s, and Rite Aid.
Brand System | Integrated Advertising | Website | Packaging | Sales Presentation
Shown are press kit sample pages, brand guidelines, business cards, website, large format posters for sales presentation event, B2B PPT sales presentation, and magazine print ads.