Cibo Vita and its functional snack brand, Nature’s Garden, were looking to build their brand with a package redesign. Their goal was to reposition Nature’s Garden as a smart snack for the hustle and bustle of everyday life and give it a more contemporary look while still fitting in the natural foods category. This exciting new project was undertaken by Foerstel Design with the collaboration of our friends at Fastlane Communications, in Fort Worth, TX.
The original design, shown above, used highly contrasting wooden textures to communicate earthiness and rustic attitude. Text, images, and callouts were all lost in the busy textures and gave the brand a tired look.
The new design by Foerstel and Fastlane, shown above, uses vibrant typography and clean callouts on a white background to highlight the product with only a light illustrative accent. The bottom of the package clearly states the qualities and benefits relevant to health-conscious consumers and the use of orange is appetizing and brings visibility in a busy category.
The line of Nature’s Garden snacks also included Nutripops, a line of energy-boosting super snacks with nuts, seeds, fiber, vitamins, and caffeine.
The original design was striking, though busy. The black background and angled grid gave the layout energy but the brand needed to have a more natural, less aggressive appearance.
Foerstel’s redesign simplified the face of the package and established a hierarchy in messaging. Subtle illustrations bring the photo of the product to the forefront, and clean typography presents the benefit of the snack: plant-powered energy. Vibrant colors communicate energy, vitality and appetite appeal.
Next time you’re in the market for a smart snack, keep an eye out for these fresh packages. We loved working with Cibo Vita and our partners at Fastlane: These lines of forward-thinking products were the result of a smart and exciting collaboration.
Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.
He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.
An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.
One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.