Written by Back to Nature
Redesigns that represent a major departure are always a watch-out for us, but the true risk is completely related to who the brand is and what the objectives are for the redesign. If you are a strong brand with specific equities that mean something to shoppers, you will want to tread carefully. If you are a strong product, but your brand is stuck in a sea of sameness, it might be riskier to stay safe and close-in.
Back to Nature recognized the opportunity to differentiate in this increasingly crowded cracker category and released a striking package redesign that revitalizes a traditional natural brand with a retro-inspired modern refresh.
Seen
Package structure in the cracker category is so similar across all brands, so bold and bright colors drive breakthrough. There isn’t strong color contrast on any specific package, so the strategy is to ensure you are standing out as a brand block across multiple SKUs, contrasting colors against one another. Given chatter on the socials, it appears more than a few folks have stumbled across this package and (re)discovered the brand. All indications illustrate that Back to Nature’s vibrant update impacts shelf visibility by creating a cohesive brand block while differentiating between its products (and from competitors) with distinctive and unique colors.
Understood
Back to Nature’s color-coding system differentiates it from typical natural food styling conventions (i.e greens, browns, kraft paper, etc.) and intuitively communicates the different SKUs. The prominent retro-inspired logo maintains its familiar leaf and provides instant brand recognition while the enticing product images and strategically placed certification badges quickly communicate a tasty product while highlighting the ingredients claims that are important to natural shoppers. This consistent communication hierarchy across all SKUs creates a system that’s easy to navigate at the speed of shopping.
Wanted
This redesigned package makes the brand feel both familiar and fresh. The brightly colored backgrounds and retro-styled logo cue nostalgia while feeling contemporary, while moving from earthtones sets Back to Nature apart as a better-for-you brand that doesn’t feel like a compromise. The updated product imagery and serving suggestions heighten taste appeal and communicate that users can feel good about their choices while still enjoying familiar favorites.
Ultimately, Back to Nature’s redesign demonstrates a powerful, yet thoughtful, modernization. Transforming a traditional natural foods brand into one that stands out on shelf while connecting with a wider audience perfectly illustrates what makes this redesign a Shelf Standout.