Meeting current consumer needs –
the Alnatura sub-brand ‚Prima! Alnatura‘

Statement

Amid rising inflation, when „organic“ is often seen as expensive, we developed the Alnatura sub-brand ‘Prima! Alnatura’. This brand caters to the entry-level organic price segment, aligning with current consumer needs. We designed a look that is simple, pure, and high-quality all at once. With around 40 everyday products, we aim to reach a broad audience—ensuring that everyone can shop affordably, in a modern, cool, and most importantly, dignified way. Through a smart use of color, we not only cut production costs but also create a distinctive and attractive brand identity for this market segment.

Idea

Our goal was to position these products as an affordable entry-level option that doesn’t compromise on organic quality, with the message: ‘Save on price, not quality.’ Staying true to Alnatura’s brand values, the focus is on everyday products that are ‘good for people and the planet.’ This idea is reinforced through the visual expression of the core message, ‘Price value,’ which highlights the deeper significance of these products. The bold design ensures quick recognition on the shelves while also fostering brand loyalty.

Form

We used the sun from the general Alnatura logo as the central element and lovingly expanded it: it wraps itself around the name like a radiant wreath and conveys naturalness and value. The simplified design, limited to the brand’s green and aubergine colors, underscores the products‘ purity and simplicity. Instead of photographic product images, the design features illustrations of the plants in their natural state, further emphasizing the product’s pure, natural origins.

Function

The packaging design creates a cohesive visual identity that represents both the brand’s character and the product variety. This is a challenge because the packaging needs to vary in material and size while staying adaptable. By using two-color printing and opting for illustrations instead of product photos, production costs were kept low. The colors also serve a purpose: green symbolizes the meadow where the plants grow, and aubergine represents the soil, doubling as a stage for text. This approach seamlessly blends functionality with aesthetics.

Differentiation

In the entry-level price segment of discount retailers, aesthetics are often overlooked, and many products come across as cheap. However, our client places great importance on a design that conveys appreciation, even though the ‘Prima! Alnatura’ products are sold exclusively at ‘Alnatura Super Natur’ stores. Our design sends a clear message: even budget-conscious shoppers should feel valued. This blend of style and affordability is rare in this segment—we offer not only organic products at a fair price, but also a design that reflects both quality and respect for the customer.

Sustainability

Our packaging design targets budget-conscious shoppers who value organic products and the brand’s principles. It communicates the key message that organic should be affordable for everyone—without feeling exclusive or elitist. This helps to make it easier for more people to support this method of production and its values. The minimalist yet appealing design emphasizes that organic is accessible to all, offering quality and a sense of well-being at an affordable price.