Be free to be organic
CBA has developped a global redesign of Naturalia's visual identity and implementation on all the packs
Since 1973, Naturalia has been striving to offer an organic alternative in the city.
By focusing on its values of responsibility, transparency, diversity and boldness, the brand wants to give everyone the chance to do their bit on a daily, sustainable basis to help preserve the environment.
Naturalia has enlisted CBA to help with a global redesign based on their original values: a brand that advocates leading a free and "organic lifestyle" – your own way.
The visual design is based on the brand's genetic makeup – being bold and unconventional – and it stands out from other private labels and organic brands.
The new packaging is available with an earthy sienna red background, which is the primary identifier of the brand. This color can also be found in Naturalia's logo and on the front of its stores.
The slogans highlight the added value of the products, which are in turn complemented by illustrations to create a unique concept for each pack. The design uses simple, monochromatic drawings inspired by the 1970s, the decade when Naturalia was first launched and was already promoting ways to "eat and drink better". It reflects the spirit and tone that the brand has been establishing through its various communication media since 2007: a happy and free organic lifestyle.
More than 40 products have already been redesigned from the existing 150 products, and an additional 150 new products will gradually expand the range between now and 2020.