Natury Dried Fruits

Natury is a new brand that focuses on providing healthy instant food for everyday life.

In its early phase, Natury launched dried fruit snacks as its first product to be marketed in Canada. The owners of Natury are very hopeful that this Natury product will attract the interest of the Canadian market.

We started working on Natury, beginning with brand identity and packaging design. For the logo, we used a wordmark logo typeface from the Railroad Gothic family, which has a bold, compact, and sturdy expression. In addition to having good legibility, this typeface is also dynamic for digital applications, especially on social media.

In the packaging design, one of the challenges as a new brand is how to capture the interest of the target audience when they see Natury products on the shelf next to several competitor brands they are already familiar with. Through benchmarking with several close competitors, we designed the headline “Grab Eat Fresh” as a powerful copy to convey the unique selling point of the product more effectively. We created “Grab Eat Fresh” based on the unique selling point of dried fruits while maintaining 97% of the nutritional value just like fresh fruits.

To make it easier for consumers to recognize the flavors of the product, we combined them with doodle illustrations representing each flavor on the packaging. We wanted the packaging to be fun to look at when the audience sees it on the shelf. We aimed to increase the likelihood of the audience noticing, picking up, and trying it by making the packaging visually appealing on the shelf.