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.