Nature's Way Masterbrand

Nature’s Way, a trusted heritage brand in the vitamin, mineral and supplements category was established in 1969 but today faces new entrants and fierce competition. To differentiate and assert credibility, the brand repositioned itself around their compelling sourcing story – that to have the purest botanicals you need to source them from the places they grow best, which Nature’s Way has always done. This global story of respect for their farming and foraging partners and the places nature intended them to grow was the inspiration point for the brand strategy, package redesign, and logo refinement. With a portfolio in the hundreds, a disciplined and clean packaging architecture helps product navigation and uses color to differentiate among segments. To give the brand a design cue recognizable across multiple segments, we created an intricate and ownable pattern to frame the ingredient photography.