This was major product launch for Naturya, breaking into the breakfast aisle in Tesco amongst huge competitors in the market. I began by researching these competitors and how they stand out on shelf, and this was in mind and constantly referred back to during the design process.

The product brought a unique offering to the market with health claims of Immunity and Gut Health at the forefront. I placed these at the top of the messaging hierarchy with the second USP of ‘superfood porridge’ next in line to grab attention on shelf. The challenge with this pack design was the small surface area on which to attract the consumer, so I used large white capitals on a bold colourful background to drive the message on the front of pack.

I displayed additional health claims to further push the USP’s of the product in gold rosette shapes to the side of the pot to signify the quality and unique value of the product. To depict the flavour of each pot I drew illustrations of the key flavours, ingredients and superfood inclusions and displayed these in a pattern surrounding the Naturya logo and front of pack messaging. This allowed every element of the product offering its own space and effective communication to the consumer on the small surface area of the pack.

These vegan nutritionally complete SuperShakes are the easiest (and most delicious) way to make a superfood shake. They are packed with 26 vitamins and minerals, high in protein and fibre, with 8 million bio cultures per serve and no added sugar! That’s a lot of information to fit on the front of pack so the messaging hierarchy was key to this pack design. I made space for this by making the Naturya logo smaller than on their traditional packs and moved it higher up the pack to let the range and flavour take a bigger role. In order to make the key benefits stand out I placed these in colourful lozenge shapes appearing from the side of the shake itself, so they became more important features of the pack design than on previous Naturya packaging.

We also wanted to show off how each shake flavour looks when made up so I commissioned a photographer to create both the front of pack images, as well as lifestyle photography to be used across all marketing collateral and touchpoints. I wrote a detailed brief and proposed serving suggestions so the flavour of each shake is instantly communicated and the consumer is able to see exactly what they’re purchasing from first glance. I wanted to keep the lifestyle imagery clean and minimalistic to mimic the ‘no nasties’ nature of the product itself, and show that everything you need is included in the pack.

I was keen to display the superfoods included in each shake as these are a core part of the Naturya brand and a key feature of the range, distinguishing the products from competitors. I drew illustrations of these along with the other main ingredients and flavours for each shake, and created a subtle pattern with these weaving across the top of the pack. This adds texture and a visual alluding to how packed full of natural goodness each product is.

Naturya BrainBox is a premium range of highly functional superfood blends, carefully formulated to elevate your morning and help you relax and unwind at the end of the day. Both blends were developed to have a neutral taste so these can be easily added into everyones daily routine in a quick and easy drink format. As flavour doesn’t play a part in this range I wanted to communicate the specific scientific formulation of these premium products through the design.

I kept the pack design very simple and minimal to represent the clean nature of the products and utilised a box shape to display the range and product title. This not only visually represents the Brain’Box’ element of the range name, but also has a scientific and clinical feel to it, akin to supplement labels. I utilised the box element to display the 3 key benefits and USP’s further down the pack, enclosing a linear illustration to represent each feature.

This pack design also differs from previous Naturya packaging as I chose to use a different typeface, again more suited to a clean and clinical, science-backed product. I commissioned photography and short reels for the launch of this range, to be used across the web and social media initially. I briefed that this imagery should look high-end with clean, minimal backgrounds and props. When creating graphics for social media I will continue along the same theme, using scientific motifs to further instil the highly functional nature of these products.

This range of plant-based mixes saw Naturya branching out into the ambient, savoury category with 3 ready-to-mix products to enable the consumer to prepare a vegan meal freshly at home quickly and easily. We wanted to keep the products feeling premium and in-line with the brand, so decided to steer away from any prepared meal photography on pack. Instead I drew illustrations to visualise the end result and instantly communicate how the contents of each pack would appear once prepared.

This was a new pack layout for Naturya, enabling the range to stand alone as a completely different offering. I aligned the text to the right, leaving space for the illustrations to bleed in from the bottom left corner of the pack, giving equal and complementary opportunity for communication of the product through both text and imagery. The quantities that each pack produces is front and centre, clearly placed above the weight, and a gold flash in the top left corner displays text that reads ‘Just Add Water’ indicating how easy they are to use.

I designed layered background images for each product showing off the flavours and superfoods that set these products apart from the competition and align with the Naturya brand values. These ingredients explode in from the top right corner, and are balanced with a smaller collection in the bottom left corner which also acts as a backdrop for the meal illustrations, indicating that the mixes contain only pure, natural ingredients.

I had to re-design the traditional back of pack layout in order to include the cooking instructions, as well as designing new icons in the Naturya style to complement the text. I chose different shades of red and orange for each product so that they sat well together on shelf and were clearly part of one range. The overall effect of using illustrations, natural imagery, earthy colours and flashes of gold on the front of pack is one of a high quality ready-to-cook vegan meal with added health benefits.

Naturya has always been known for its clean, standout packaging but the brief for the Chia+ range (Chia puddings in 2 easy steps) was to create something new and impactful that brought the natural superfood flavours to the fore to excite and delight the health-conscious shopper. Core to the brief was to bring through Naturya’s natural and ‘real’ credentials whilst retaining the essence of the iconic design.

I began by designing a multitude of different concepts to achieve the brief for a premium product, clearly part of the Naturya brand, yet stands out as a completely new and different range. Whilst not only designing a new pack approach for the brand, I had to consider the switch from non-recyclable to a new recyclable substrate which naturally washed out vibrant colours. I overcame this challenge by bringing the flavour cues sharply into focus through an explosion of ingredients, bursting out from the central brand logo to depict that these are core values of the brand.

To give significant shelf presence as something new and premium, I moved away from the single bold background colour and utilised a pale gradient for each flavour, with a gold flash clearly stating the usage added to the top of the pouch to help shoppers with easy identification of the product.

Using the latest shopper research I defined the messaging hierarchy on the front of pack with the range name highlighted in large gold text and the Vegan Society logo brought to the front of the pouch to showcase the vegan credentials of the brand. The overall impact of the design showcased a high quality, premium and easy to use superfood product with real health benefits.

The Under The Skin range is a natural collagen boosting blend with superfood inclusions. As this range provides benefits to the skin, hair and nails I wanted the packaging to also look beautiful. I designed a complex background image for each product displaying the key ingredients, superfoods and flavour cues layered on top of one another to really grab the consumer’s attention and appeal to their taste buds.

The flavour has been elevated to the top of the messaging hierarchy, with the ‘collagen supporting superfood’ text in gold which links to the flash in the top left corner so the key benefit of the product cannot be missed. The range name is in large bold capitals and the recognisable benefits for the skin are on the front of pack placed after gold ticks to represent the high quality nature of the product.

This range sits together beautifully, with each flavour clear to the consumer from the colour of the pack, and the key messaging linking seamlessly with touches of gold throughout the pack design.

Naturya’s new range of flaxseed blends was developed specifically to support gut health, and makes the perfect addition to breakfast or baking for a tasty nutritional boost for the digestive system. I initially experimented with various pack layouts to fulfil the brief of providing quite a large amount of text and messaging on the front of pack, as well as displaying the product usage and flavours, all whilst retaining the premium positioning of the Naturya brand.

The final design has kept the Naturya logo firmly in its original position at the forefront of the design for brand recognition and to inspire trust from the consumer. Next in line in the messaging hierarchy is the product range name to ensure the health benefit and purpose of the product is immediately obvious. This is supported by the gold flash in the top left corner which has become a key feature of the new Naturya pack designs to highlight the USP in the signature Naturya gold, taken from the logo’s heart. The messaging continues with a short description of the product, followed by the flavour and further description into what’s included in the product and the benefits these ingredients bring, giving the consumer everything they need to know on the front of pack.

The design was required to be different to any other Naturya range, whilst keeping the overall brand language recognisable. Instead of the solid background colour used on older products, I opted for a subtle image of flaxseeds to further inform the consumer of the main product ingredient, displayed in the relevant flavour colour. I then displayed the specific flavour cues for each product bursting out from the text section in the lower half of the pouch. This display of flavour draws the consumer’s eye towards the descriptive text and health benefits, whilst exciting the tastebuds.

This range of products was developed to be easily added to smoothies and shakes to provide support for hormonal balance. I used deep purple and pink to both appeal to the intended female target market, as well as tying in with the ingredients to represent the different flavours on offer.

I designed layered background images, comprising of the key ingredients and flavour cues, including vectors and photographic imagery of the superfood inclusions like maca and hemp leaves which lie at the heart of the Naturya brand. The overall effect of the background is one of flavour and nature combined, to provide a complex blend of ingredients, intended to draw the consumer in and help support hormonal imbalance naturally.

The Keto Porridge range was launched by Naturya as a low carb superfood alternative to porridge, easily prepared by just adding milk to provide a delicious Keto-friendly breakfast. The brief was to differentiate this range from others under the Naturya umbrella, and keep the design premium and clean, whilst showcasing the flavours on offer.

I began with using a white background to depict that only pure, natural ingredients are used to create a product that’s entirely clean and Keto-friendly. I added a wash of colour to the top of the pack to represent the flavour of each product, with the individual flavour cues and superfood ingredients raining down onto the large Naturya logo.

The ‘Keto Porridge’ range name is displayed in gold to add to the high quality look, with a gold flash in the top left corner to further enhance the premium finish and clearly communicate the health benefit to the consumer. The flavour, descriptive text and nutritional benefits use the colour associated with the individual product flavour, whilst the ticks displayed before each benefit are also in gold to provide a seal of approval to each USP.

When I was first given the brief for this soothing Night Time drink to help support a restful night of sleep, I conducted my own market research into similar products on the market and how these were presented. The colour most commonly associated with sleep products is purple which has a relaxing feeling, especially when combined with the slight gradient I applied to the background, giving the illusion of a peaceful night sky.

We wanted this product to tie in with the Naturya range of Superfood Lattes, yet clearly communicate to the consumer the occasion and when best to benefit from using it. I took the pattern I’d created for the Superfood Lattes but utilised this in a different way, more subtly across the top half of the pack as a hint to the Lattes range but for a different purpose. I illustrated a moon and stars and applied the same gradient effect used within the latte pattern to create a soft design that fades delicately into the background.

The key message of ‘Relax & Unwind’ has been placed in the signature gold flash at the top of the pack, and the flavour is also displayed in gold which stands out against the purple background and creates a high quality finish to the minimalistic pack design. I illustrated the usage instructions on the back of pack to tie in with the existing Naturya iconography, as well as icons to visually represent the key ingredients and health benefits.

Naturya Superfood Lattes are the perfect combination of flavour and health, offering support for the digestive system whilst you enjoy a delicious hot drink. As these packs needed to sit within the hot beverages category I came up with multiple different design directions to try and achieve this, from subtle and minimalistic illustrations and latte patterns, to using actual cups and photography to not stray too far from the competition.

For the final design I created a gradient for the background which represents the different tones of the drink, from deep colour to hot steam. I then drew a pattern to look like the traditional patterns that appear on top of a latte and also filled these with the gradient in different arrangements so that the overall effect is fluid and blends with the background smoothly. This latte pattern swirls up from the product name and across the top half of the pack, appearing to float across the surface, visually representing the product inside.

The unique health benefit is displayed in a gold flash in the top left corner of the pack and the individual flavour has also been placed in gold for a luxurious feeling and a nod to the Naturya gold heart. I designed usage icons that tie in with the existing Naturya icon style, and illustrated ingredient imagery for the back of pack to highlight the power of the superfoods and the benefits they bring to these nutrient-boosting drinks.

I designed the packaging for this rich and indulgent superfood hot chocolate, which can now be found on the shelves in Tesco. The brief was to fit into the hot beverages aisle but to stand out as a premium, organic and vegan offering. The project began in tube format, but we decided that a pouch would provide much-needed disruption on shelf amongst the competition. We worked with Tesco on the formulation and experimented with the product name Hot Chocol’ha, which is the Mayan word for drinking cacao, to hail the superfood ingredient that makes up the majority of the product.

I took inspiration from the ancient Mayan’s by adding an Aztec style pattern to the top and base of the pack in the premium Naturya gold, differentiating this as something unique to the Naturya range. I also illustrated the usage instructions on the back of pack in a similar, earthy style to further create that link to the tradition of the Mayan’s and their faith in consuming superfoods to aid health and wellbeing. The background is made up of imagery of cacao and maca in a dark, chocolatey brown to indicate the rich flavour of the drink, with the Fairtrade and Vegan Society logos proudly displayed front of pack to advocate the brand’s sustainable credentials.

This range of pestos and lentil spreads sees Naturya branching out into a different category on shelf. The jar format also brought the challenge of a smaller surface area on which to bring the product story to life. I overcame this by designing a layered burst of flavour, including the key ingredients and superfood inclusions which sets this range of products apart from competitors.

The background needed to clearly showcase the ingredient imagery whilst providing a backdrop that enabled the text to be clear and legible. I achieved this by using a strong colour relevant to the flavour of each product, enabling the white and gold text to stand out.

The ‘Gluten Free’ message is displayed in capitals in the top right corner, with the Vegan Society logo on the left, acting as stamps of approval and remaining top of the hierarchy of the messaging. The product name has been placed in gold to tie in with the Naturya heart, bringing a luxury and trusted feel to this new premium range, with the unique health benefits displayed front and centre of the pack.

Naturya Sport is an on-going project, key to the growth of the Naturya brand. The brief was to create a strong sub-brand that stands up in its own right but is still clearly part of the mother brand. This sub-brand will sit amongst the sports nutrition and vegan protein competition but is flavour driven and pitched as a lifestyle rather than a performance brand offering. The packs needed to be clean and appear highly premium, aimed at a female target audience without being overly feminine.

I began with two completely different design directions to try to narrow down what look and feel we wanted to achieve with the branding. I experimented with using the existing Naturya logo and how to blend the word ‘sport’ into a new logomark, as well as taking the Naturya text from beneath the existing logo and using this on its own to create a new logo whilst retaining a subtle link to the umbrella brand.

After experimenting with many different variations we settled on a white pack design for shelf stand-out and to provide a backdrop on which to clearly display the vibrant ingredients. This also enabled me to use the existing Naturya ‘n’ and gold heart but define the sub-brand by placing the ‘n’ in a purple and pink gradient - colours which work across all the different flavours on offer, fit within the sports nutrition category and also appeal to a female audience without being too soft and feminine. The word ‘sport’ has been added in a slanted lozenge shape to indicate movement, with the aim that the ‘n’ and heart alone are recognisable as being part of the Naturya brand.

I wanted to keep the pack design very clean to indicate that only natural ingredients are used and this sub-brand is vegan and good-for-you to its core. I designed an explosion of superfoods and flavour cues, applying a blur effect to indicate speed and movement bursting from the pack. I chose a new typeface for the Sport brand to place it clearly in its own category, with the flavour and USP’s in the slanted lozenge shape to tie in with the logo and to create a dynamic and easily legible structure on the front of pack.

Once the design of the hero range SuperProtein+ had been finalised, I started to conceptualise the other ranges that sat beneath the Naturya Sport brand. In order to clearly communicate these as part of the same brand I kept the logo and top left flash in exactly the same position on pack, whilst playing with the design elements, colours and layout of the remainder of the pack to differentiate between ranges. I wanted Performance Greens to appear luscious and celebrate the natural, green abundance of ingredients, whilst Energy needed to look more classically sports-driven and clearly display the key benefit of the product range.

I also translated the new Naturya Sport’s branding onto a small tube format for the Fizzical range which required prioritising the USP’s and a burst of flavour fizzing up from the base of the pack to utilise the small surface area whilst not overcrowding the pack. I loved working on this new expansion to the Naturya family and creating dynamic designs to appeal to a specific category and target market.

Naturya Kidz has provided me with another opportunity to explore the potential of the Naturya brand and expansion into new categories. The brief was to create a sub-brand of Naturya for vegan, environmentally-friendly tailored nutrition to support the growth and development of children aged 4-9. The consumer will be aged 25+ parents who have a focus on healthy eating across an extensive range of snacks, shakes, breakfasts and meal replacements.

I began with two concepts, the first being typically child-friendly in design, whilst the second was pitched as a more premium positioning with a soft, muted colour palette to indicate pure, natural health. This was deemed too subtle an approach and I took the initial concept and developed this style into the Naturya Kidz sub-brand using a fun un-structured typeface for the ‘Kidz’ wording to instantly demonstrate who this brand is for. I also illustrated superfood characters to be used across products and become recognisable to both kids and parents alike for specific health benefits i.e. Mr Maca is flying through the air to represent that this superfood inclusion provides you with energy.

I used bold, eye-catching colours which communicate the flavour, with the usage illustrated in the same style as the characters at the bottom of the pack. The product and flavour can also be found bursting out from the central logo, with the product name and USP’s placed underneath in individual splash shapes, providing clear information without rigidity in design.

This is a range of ready-to-shake sachets, providing a variety of thirst-quenching solutions to receiving your daily hit of vitamins and minerals. Each product in the range has a different function i.e. immunity and includes superfoods, vitamins and minerals to provide the consumer with the support they need for each particular function.

My first design concept focused around a dynamic circle of liquid, encompassing the logo and product name, to instantly indicate this as a refreshing, thirst-quenching drink. The specific superfood inclusions and flavour cues are in amongst the splash of liquid to visually display the taste and flavour of the product. The health benefit and functionality of the product are displayed in large lettering, encased by the splash, showing what benefit drinking this will give the consumer.

My second concepts were much softer in design, aimed at a female target audience and using illustrations rather than photography to visualise the flavour. These concepts are less clinical in approach, using a friendlier tone of voice and product names like Defence, Focus and Balance which still effectively communicate the benefit to the consumer. I experimented with different coloured backgrounds, from a bright block colour to white, in order to stand out on shelf amongst a darker coloured competitive set. The final option within this concept style used the top half of the pack to attract the consumer with colour and flavour illustrations to indicate taste, whilst the bottom half of the pack is cleaner and more informative, with a focus on the functionality and benefits of the product.

The brief for this super premium Mushroom Coffee was to appear exclusive and high quality, appealing to the high end consumer looking for a coffee with extra benefits. I used a colour palette of black and gold for a luxury feel to the packaging with intricate mushroom, coffee bean and leaf illustrations to visually represent the ingredients. I experimented with applying the illustrations in different layouts on pack, from a subtle border to delicately flowing onto the pack from the sides in a natural way, to a minimal border exclusively around the logo to bring the brand to the forefront.

I also applied a dark gradient to the background using deep brown to black, to demonstrate the rich coffee flavour and provide a more intense backdrop to the pack whilst not overcomplicating the design. The use of gold ties in effectively with the Naturya gold heart and the Fairtrade and Vegan Society logos placed front of pack show off the brand’s credentials, with everything pointing the consumer towards a premium, high quality product.

This range of multivitamin tablets are to be placed in water for instant hydration whilst providing the consumer with the benefits they need pre or post work-out. The challenge on this project was the lack of space on pack on which to effectively communicate the flavour and messaging.

I used the background at the base of the pack to create an image of the key flavours and superfoods fizzing upwards in a visual representation of the product itself. The colour of each pack clearly communicates the flavour and I’ve used icons to display the benefits, placed in white fizzy bubbles to tie in with the theme of the range and stand out on the coloured background, also providing effective printability.

The range name ‘Fizzical’ is top of the messaging hierarchy also displayed in a white fizz, so that all information either clearly stands out in white or on a white background, making it easy and legible for the consumer. I used a darker tone of the main pack colour for coloured lids to further represent the flavour and tie the whole pack design together.

Superfood Essentials was launched as a range of 27 products aimed at discount stores to provide the average consumer with superfoods at an affordable price point. This sub-brand of Superfood Outlet (which is offered online only) is the retail branch of the umbrella brand and therefore the pack design had to meet the needs of standing out on shelf amongst the competition.

I developed a colour-coded pack system to make it easy for the consumer to identify the multiple different offerings, with the top half of the pack relating to the range or usage and the bottom half focused on the individual flavour. These flavour colours are repeated across ranges to enable easy identification, with the range icon clearly displayed in the top right corner. I designed a collection of icons for each range, usages and health benefits, all tying in with the smooth, organic shapes of the brand to create a friendly, natural feel to the overall identity.

This thinking was applied on the back of pack with a central section using the brand design elements to draw attention to the serving suggestion and ‘Why is it essential?’ section highlighting the health benefit of the product in a visual, user-friendly way. I wanted to keep the back of pack clean, uncomplicated and easy to understand, whilst utilising the organic shapes and natural elements of the visual language to draw the consumer in.

The front of pack design succinctly communicates the range, product title and short description, benefits and servings per pack, as well as the usages all displayed in clear individual sections to make it easy for the consumer to gain each piece of information in order of importance. I was heavily involved in the front of pack photography for all 27 products, writing a detailed brief and suggesting serving suggestions for each product, working with a recipe developer and photographer to create images that looked delicious yet simple for the consumer to achieve themselves.

One of my favourite projects involved taking an existing product and re-packaging it entirely to appeal to a more health conscious audience. I used detailed illustrations of the main ingredients to create intricate patterns for each flavour, and paired these with bold colours that would stand out on shelf. I researched different materials to use so that the final product both feels and looks luxurious, premium and delicious.

The Al’Fez brand had not been significantly updated in over a decade and required a huge overhaul in order to keep up with current trends and stand out as a contemporary brand on the supermarket shelves.

This was a huge project lasting over a year with the brief constantly shifting from a dramatic change, to more subtle elements to keep the brand identifiable. I presented numerous different options and styles, experimenting with how we were going to develop the brand.

My initial brief was to take a completely different design direction, getting rid of photography on the front of pack and modernising the brand. Concept 1 involved designing vivid patterns to catch the consumers eye, and using more rustic elements to portray the authenticity of the Middle Eastern brand.

After internal discussions it was decided that instead of a dramatic change we needed to retain some key brand elements to keep it recognisable. I’ve presented the final rebrand here, having stripped back the busy packaging with a cleaner, more natural textured background, strong modernised photography which I was heavily involved in, and subtle design elements to compliment the more contemporary look. This was rolled out across multiple SKU’s, in various different languages, in February 2019.

After being provided with the logo for Simply Green I then had to design the entire visual style of the packaging and branding for this new plant-based gluten-free brand, across a range of 7 initial products for launch.

This involved creating the pack layout, typography, iconography, photography direction, brand elements and overall styling. I wanted to use slightly rustic effects for the iconography to keep this feeling natural and true to the brand ethos. I applied the same thinking to the typography, keeping this friendly and appealing to the vegan and free-from consumer.

I was involved in the art direction, recipe ideas and and styling for the front of pack photography, making sure this worked with the overall layout on pack, and presented how the products could be used to make delicious meals quickly and easily.

The back of pack layout is both informative and easy to read, whilst giving space to a more natural free-flowing recipe suggestion section, depicting more mouthwatering imagery to appeal directly to the consumer’s taste buds, showing that free-from products can also be delicious.

I then rolled out the styling to be consistent across all packs, including different formats and sizes, dual language packs for sale in The Netherlands, as well as the standard UK packaging.

In order to launch a new range of products and subtly re-vamp the branding I drew ingredient illustrations to visually accentuate the flavours attached to each product, which were utilised on the back of pack. I also created new graphic elements and iconography to better demonstrate the USP’s of the products, was involved in the photographic styling for the front of pack, and simplified the layout on the back of pack to be cleaner and more legible for the consumer.

Once the Artisan Nature’s Kitchen styling and brand elements had been finalised I was able to apply these to several NPD projects, also adding in a pattern in the background relating to the origin of flavours of each product. Other small design elements were added building on the overall look and feel of the brand. I applied the design style to various different packaging formats and ensured that all designs were consistent throughout the product range.

Designing packaging concepts from scratch is something I relish, and I enjoy conducting research into both competitors and current trends so that I can produce fresh, forward-thinking designs that will grab attention on shelf. I presented multiple options for a new 3 to Go energy ball product and the challenge was coming up with a unique design on such a small package. I enjoyed using different illustration styles and graphic elements to get the message across that the product was ‘bursting with energy’.