Featured image for Student Week: Naturals By Betty Crocker

Student Week: Naturals By Betty Crocker

by Chloe Gordon on 08/24/2021 | 3 Minute Read

The fictional queen of cooking, also known to many as Betty Crocker, has been around for nearly a century. We've all had help in the kitchen from Betty, whether baking a super moist chocolate cake or some buttery mashed potatoes; she's been there for us.

While Betty Crocker is amazing at everything she does, Sam Huambachano, a design student at ArtCenter College of Design, noticed a hole in the product line.

While Betty Crocker is amazing at everything she does, Sam Huambachano, a design student at ArtCenter College of Design, noticed a hole in the product line.

Because of the lack of natural products, Sam designed an extension to the brand made up of clean and organic ingredients. The result is modern, crisp, and clean packaging, just like the ingredients within—while entirely different from the brand's original packaging, keeping the color palette red and the iconic spatula in place was an intelligent decision.


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Naturals by Betty Crocker is a concept for a brand extension to their existing baking line. It allows the brand to compete with up-and-coming competitors by developing products highlighting clean label eating and organic, natural ingredients. The Naturals line not only allows Betty Crocker to retain its existing customer base but also attracts younger, health-conscious consumers who are today's "modern homemakers."

This packaging solution lets Betty Crocker continue to advance as a leader in the consumer home baking industry just in time as the brand approaches its 100th anniversary. It does this by providing products free of unnecessary artificial ingredients while highlighting internationally sourced organic ones. The packaging uses sustainable, plastic-free materials such as frosted glass, aluminum, lined paperboard tubes, and paper labels that can easily be recycled or repurposed. Naturals by Betty Crocker strays from traditional consumer home baking packaging that heavily relies on photography to be appealing in terms of labeling. Instead, the graphics use subtle illustrations, desirable naming, and a color-coding tag system to distinguish flavor and color. Combined with the product's form language, these graphics allow the naturals' line to stand out amongst the "sea of sameness" that is the baking aisle.

As an added benefit, the packaging contains embedded NFC tags that can combine with intelligent home systems. These systems offer features such as inventory tracking, cooking instructions, and even suggestions for add-ins based on a user's pantry.

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