Good 'n Natural
Branding System | Integrated Advertising | Website | Packaging | Sales Presentation
A Uniquely Delicious Fruit, Nut & Seed Bar.
Delicious, wholesome snack bars made from whole food natural ingredients, and come in four amazing flavors—Cranberry Almond, Peanut Butter, Chocolate, and Lemon.
To create a distinct branding system for Good 'n Natural, I turned to the inspiring story of its cofounders, Sarah Walker and Ann Scales. Athlete, nutritionist, and baker are just a few words to describe them. Using Sarah’s kitchen, they set out to create a healthy, wholesome, great-tasting nutrition bar for friends and fellow athletes. As the brand grew, their attention to quality did not.
Shown are press kit sample pages, brand guidelines, business cards, website, large format posters for sales presentation event, B2B PPT sales presentation, and magazine print ads.
Magazine print ad 1.
Visual Identity
With an existing logo in place, I decided the main focal point for the visual identity should be the organic, all-natural ingredients. Using mostly overhead photography of the raw, simple foods that went into these delicious bars, I featured them prominently on each page.
I selected an organic typeface for major headlines, two clean, minimalist sans-serifs for body and subheads, and a slightly muted color palette corresponding to the four launch flavors. I felt it was important that the background not be the default white, which was too clean and bright for this brand. Instead, I set everything against a natural, organic backdrop of raw papyrus paper.
Brand typography, color, and background guidelines.
Branding Origin & Expansion
The branding began with a B2B press kit and business card design. We then expanded it to a matching PowerPoint sales presentation, all facets of an aggressive national print and digital advertising campaign, brand website, product packages, and store displays.
With the new identity system in place, the brand team was able to successfully bring the product line into large retail stores, such as Kroger, Ralphs, A&P, Pathmark, Fry’s, Dillon’s, and Rite Aid.
Directed by my brand identity guidelines and artwork, our web team created the Good 'n Natural website.
Front cover (above) and selected pages (below) from the B2B press kit brochure and brand identity design.
Business card design.
Large format posters (above and below) for sales presentation event. Created an environment to immerse clients in the new brand identity.
B2B PPT sales presentation (above and below).
Print ad 2, featured in Outside magazine (circulation 675,000) for 6 months in 2012.
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