Bionaturae

Leaning on a rich heritage to recapture hungry consumers

01
Challenge

Bionaturae was the first organic Italian brand to enter the US market. They enjoyed many years of strong sales, but as competitors sprang up touting the same organic, premium, made-in-Italy attributes, their velocity and distribution began to decline. Having recently completed positioning work, they were ready to regain traction with a brand world update that celebrated their fifth-generation Italian roots and traditional old-world craftsmanship.

02
Insight

In focus groups, consumers said the brand’s packaging did not look premium nor did it reflect their Italian heritage. Focusing on a core audience of organic consumers who make conscious choices around how their food is produced, we had the opportunity to elevate Bionaturae’s high-quality products while capitalizing on their dedication to sourcing from small scale Italian farms and strong organic bona fides.

03
approach

We created a new logo using a custom script font that feels both historic and modern. A deep, earthy green paired with pops of cream and red draw a connection to Italy without feeling too on the nose. And a thoughtfully-detailed custom illustration evokes the Italian hillsides farms where the company sources their ingredients. The new system flexes to accommodate packages across the brand’s many skus while feeling consistently premium and authentic.