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New Logo and Packaging for Nature's Bakery by Hatch Design
 

before

after

Noted Sep. 20, 2019 by Armin

Industry / Consumer products Tags /

About

(Est. 2010) “Nature’s Bakery was founded in 2010 by Dave and Sam Marson, father and son bakers from Reno, Nevada. A product of the 1960’s natural food movement, Dave learned early that quality ingredients matter. He developed his personal philosophy on life, which is what drives Nature’s Bakery: keep things simple, have fun, and achieve balance in life through nature, activity, nutrition and community. After spending decades as a baker, Dave teamed up with his son, Sam. Their endeavor grew to become the Nature’s Bakery of today, fulfilling their mission to create delicious, nutritious and accessible snacks to nourish families everywhere. Today, Nature’s Bakery is still family-owned and one of the fastest growing snack brands in the category with over $100M in sales. Nature’s Bakery products include Whole Wheat Fig Bars, Gluten Free Fig Bars, Double Brownie Bars and Organic Honey and Oat Bars.”

Design by

Hatch Design (San Francisco, CA)

Related links

Nature’s Bakery press release

Relevant quote
Nature's Bakery has unveiled an all-new brand identity and modern packaging design to better showcase the high quality and delicious taste of its on-the-go soft-baked snack bars. With a new, vibrant outside featuring bold colors, craft cues, and appetizing product imagery that pops on the shelf, Nature's Bakery is making it easier for busy families to find and shop for their favorite variety and flavor. Nature's Bakery's fresh look and new product innovation comes at an important time of growth for the company as it appeals to more consumers and expands product lines to satisfy more consumer snacking occasions.

Nature’s Bakery press release

Images (opinion after)
New Logo and Packaging for Nature's Bakery by Hatch Design
Logo.
New Logo and Packaging for Nature's Bakery by Hatch Design
Samples of previous packaging.
New Logo and Packaging for Nature's Bakery by Hatch Design
Box, before and after.
New Logo and Packaging for Nature's Bakery by Hatch Design
Single pack, before and after.
New Logo and Packaging for Nature's Bakery by Hatch Design
Single pack.
New Logo and Packaging for Nature's Bakery by Hatch Design
New Logo and Packaging for Nature's Bakery by Hatch Design
Boxes.
New Logo and Packaging for Nature's Bakery by Hatch Design
Brand language.
New Logo and Packaging for Nature's Bakery by Hatch Design
Bars.
New Logo and Packaging for Nature's Bakery by Hatch Design
Photography detail.
New Logo and Packaging for Nature's Bakery by Hatch Design
Line extensions.
New Logo and Packaging for Nature's Bakery by Hatch Design
Out of home advertising.
New Logo and Packaging for Nature's Bakery by Hatch Design
Smiley face, animated.
New Logo and Packaging for Nature's Bakery by Hatch Design
Lots of action photos.
Opinion

The old logo was bad, mostly due to the very unnecessary speech bubble device that had nothing to do with nature or baking and served no real conceptual or even graphic purpose in the packaging. The lowercase approach yielded some really awkward counterspaces and the different font sizes were clumsy. The new logo maintains the rugged, nature-y aesthetic — which was the only decent thing the old logo had going — but in a much more enjoyable typographic rendition. I know I’ve seen that font but can’t remember its name — tips welcome — and it has a fun, Flintstones vibe. The smiley face replacing the “U” is charming and I like how the word still reads fluidly without a problem. Two small complaints: the eyes should be rugged and the apostrophe looks as if it was cut off but, overall, it’s a much better logo. The old packaging wasn’t as bad as the logo but it wasn’t great either, with a lot of different odd textures in play. The new boxes and single packs have nice, flat color backgrounds with some pretty decent typography. The product shots on the packaging are fine and the ingredient icons look great on the boxes when arranged horizontally but start to get distracting as a radiating device on the single packs. Overall, this is a pretty good update that makes the product a little more enticing with a crafty, earthy feel and nary a speech bubble in sight.

Thanks to Aaron Bouvier for the tip.

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