Statement
We undertook a relaunch of the well-known organic brand Alnatura to modernize its image and make its appearance more concise and compelling. The challenge was to create a standardized design across various product categories, including pasta, oils, honey and sweeteners, juices, and preserves. At the same time, we aimed to strengthen the brand’s distinct look, which embodies authenticity, reliability, and trustworthiness. Our new packaging design successfully balances the familiar with a fresh perspective-clear, cohesive, recognizable, and endearing.
Idea/Concept
The goal was to establish a consistent look for everyday products that are minimally processed and promote pure enjoyment in a balanced diet. The design needed to be quickly recognizable while maintaining a sense of familiarity. The challenge was to keep it charming and down-to-earth without being cluttered. Therefore, we focused on creating a simple, clear structure that avoids presenting ingredients in a staged and overly artificial manner.
Form
The design development was guided by a commitment to simplicity and focusing on the essentials. The characteristic beige color of Alnatura is used throughout the new concept, enhancing uniformity and brand identity. The structure is clean and uncluttered. Simple color coding differentiates the various product lines, while the typography remains classic with a modern twist-using a simple black font. The illustrations on the packaging convey a sense of naturalness and authenticity.
Function
We faced the challenge of creating a cohesive brand image across different product groups, each with specific requirements, and succeeded in gently modernizing the brand while maintaining its recognizable appearance. By simplifying the design, we highlighted the pure and natural qualities of the products, meeting the growing consumer demand for honest, minimally processed options. The green sigil on the packaging serves as subtle value communication, reinforcing the brand’s self-image.
Differentiation
We enhanced the calm, natural aura of the brand through a simple, clear, and inviting design. This approach creates a pleasant and natural appeal to consumers, particularly in food retail, where shelves are often cluttered and colors compete for attention. Our design redirects focus to what matters most: the high-quality ingredients and the brand’s added value. The result is unobtrusive communication that fosters trust and encourages long-term customer loyalty.
Sustainability
The clear, minimalist aesthetic eliminates unnecessary embellishments, focusing on the essentials: the naturalness of the products. Consumers should feel the authenticity of the brand and be motivated to make sustainable choices at the point of sale. By harmoniously combining aesthetics and function, the design conveys a deeper message: it inspires a conscious, responsible lifestyle.
