Nature's Way Sambucus

Nature’s Way Sambucus was growing as the category gained popularity and recognized for long term brand recognition, a package redesign was needed sooner than later. The new brand design was created to modernize the brand and better link to the Nature’s Way Masterbrand visual strategy, to offer a more consistent and recognizable design story, and establish a new visual language to help with consumer shopability at shelf. As an all-natural immunity boosting product that nurtures through nature, the overall look conveys a softness and approachability the previous design lacked. The purple color is a signature color in the category to signal the ingredient – elderberry – and because of how it’s taken (syrup, gummy, powder, lozenge), appetite appeal is key, so beautiful elderberry clusters are featured, giving it a just-picked feel.