Brand Identity, Packaging
Brand redesign of Creative Nature, the Free From brand that’s going on a taste adventure with a new story and greater shelf impact.
Creative Nature’s broad portfolio of products is free of the top 14 allergens, vegan and palm oil-free, but it lacked an engaging visual identity and was hard to find on shelf.
Inspired by the idea “taste adventure”, the new designs feature playful little birds, symbolic of the freedom the brand gives its normally diet-restricted core consumers, travelling to the ends of the earth to find the most delicious ingredients.
On snack bars, each bird carries away a piece of a landscape made from ingredients, while on baking mixes, they deliver delicious, pre-baked goodies from a distant land…
On Creative Nature’s newest, most indulgent product, Gnawbles, the birds are relaxing in a hot air balloon, alluding to the lightness of the new, chocolate-coated puffed lotus seeds or pea protein that make them a delicious, lighter alternative to other chocolate treats.
Across all ranges, functional messaging has been simplified, variant navigation has been optimised, and a new colour palette has been developed that delivers taste appeal and flexes for different categories.
The logo is stronger on packaging and other touchpoints, while retaining many of the distinctive elements of the original. It’s crafted with a friendly, hand-drawn feeling, and the leaves have been repositioned to reveal a tree growing from the negative space between the ‘a’ and the ’t’ of ‘creative’.
The “Top 14 Allergen Free” stamp combines this hugely powerful functional benefit with the reassuring slogan “Delicious Without Doubt”, punctuated with a new symbol – the Lovebird – promising freedom, great taste, and reassurance.
The redesign delivers stronger shelf stand-out, improved cohesion across ranges, improved taste appeal, and easier navigation.
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