Jenny SeoYoon Kim

We all operate under a preconceived notion that if something is healthier, it’s not going to taste as good. Mother Nature makes things that are good for you, but Nature’s Path makes them TASTE great. Our campaign’s visual identity needed to reflect that, while standing out from the organic granola category full of soft, earth-toned, illustration-heavy competitors.

Our design system emphasizes Big Flavor through the exaggerated scale that demonstrates Nature’s Path’s dedication to taste. With the clear pedestal vessels, we ensure that our product is portrayed fully and confidently against backgrounds that are set in optimistic nature to showcase our organic roots and natural ingredients. Our headlines are set in a modern, approachable typeface with retro detailing with graphic drop shadows to modernize and distinguish the brand from the category.

To build distinction in our category we’ve amplified the vibrancy of our brand colors, while honoring where Nature’s Path really comes from: Mother Nature.

This demonstrates our journey in AI to get to where we landed. To land our proof of concept, we used MidJourney to sketch, and expanded and added and modified to get to the closest to what we wanted for the photoshoot. The last image is the final product, shot by our friends at Jason Little Photography Studio.

team:
Michele Morales, Connor Fleming, inger tanderup, Christie Swinson, Kirsten Dickharber

Photography:
Jason Little Photography