What was the challenge?

Nature’s Heart is proud to be a family business, run by three brothers in South America who inherited a vegetable-drying business from their father. 

The brothers recognised the huge potential of the sweet and nutritious goldenberry grown in their native land and sought to share it with the world. Adding to the universal appeal of the brand, their Goldenberry Plan is a responsible sourcing programme that helps improve livelihoods for the thousands of farmers in Ecuador and Colombia they partner with.

Nature’s Heart wanted to begin their global expansion in Europe and, in particular, the UK. Following qualitative research, they found that the existing visual identity would not be doing them any favours in these new markets.

What was our thinking?

1HQ were invited to develop a new visual identity and the first step on the journey was to immerse our team of strategists and designers in the Nature’s Heart brand. 

We did this firstly through a retail safari that allowed us to explore the broad landscape of healthy, purpose-led brands. This took us to an eclectic mix of health food cafés and retailers, ethical clothing shops and cosmetic stores.

We then ran a UK category audit, before deep diving into a semiotic analysis of the cultural language, signs, codes and symbols that drive appeal in the category.

Our collective insights provided us with a favoured territory that reflected the brand’s strong sense of purpose: ‘Nature’s Heart, making food that makes a difference’.

What did we do?

Our new visual identity represents the brand’s Latin American heritage through the use of pattern, texture and colour, with an Andean farmhouse nestled in the layers of the land to reflect the brand’s roots. 

We complemented this design with a new style of photography that depicts the products and ingredients more realistically, adding to the appetite appeal.

With the visual identity approved, we set about building a new following in Europe with a communications campaign across both static and digital out of home and social media.

The respect Nature’s Heart has for its ingredients led us to the idea of making them the heroes of the campaign. We anthropomorphised each of the prominent ingredients with witty one liners that brought to life the brand’s spirited personality.

What did we achieve?

Our endeavours were certainly fruitful.

Following the redesign and campaign launch, Nature’s Heart have seen a 340% increase in sales with 13 new retailers added to the list of stockists. We’ve also had incredible feedback from consumers through social channels and great excitement from the team managing lead accounts in the US market. We look forward to watching the brand continue to flourish in the UK and beyond!