After Chemistry’s successful update of Lam Soon’s Knife brand and packaging ID, the company sought out the design team to explore how their Naturel brand could also be refreshed in order to address a younger and more discerning health-conscious consumer group.

Naturel is already a successful brand with a recognisable brand ID and loyal customer base. However, its success – and future product extension – seemed to be impeded by its leading product, Naturel Sunflower Oil.

To kick off the project, Chemistry conducted a one-day workshop with Naturel’s key decision makers. The client got a chance to relook their brand’s essence and values, learn about consumer trends and competitors’ positioning, and predict consumers’ preference drivers.

During in-depth discussions, the team managed to distill Naturel’s new brand essence: “sensible health and wellness food innovations”. This would be the ‘glue’ to connect current and future products in an elastic yet coherent way. It would also bring greater focus to both the brand and the company strategies. Moving forward, the client gave Chemistry the green light to revise the brand ID for their Naturel range and develop new packaging.

Before

After

Creative director Wil Kolen explains, “The new brand ID had to be more neutral, simple and natural in order for it to be stretched over a wider range of products. The previous brand ID was connected too much to Sunflower Oil – the first Naturel product – and it needed to encompass a wide and diverse range of products".

In creating the new brand ID, typographic elements were refined and re-harmonised while the colours were enhanced to improve visibility and to connect it to a healthier lifestyle.

As for packaging, the brand name was previously enclosed by a yellow frame that made it look disconnected and awkward. The team refined and adjusted the frame so that it would hold the brand ID in a more balanced manner.

Naturel’s refreshed brand ID has been introduced to the market in three versions for: a regular series of products, an olive oil range and an organic range.