【創意分享】擁抱健康新生活

Natura

Portugal

“ 健康的生活方式 ”

如今，成千上萬的人正在改變著飲食習慣。人們會質疑所吃食物的成分，人造成分的存在，成分的來源、真實性以及加工方式，對人體健康以及地球環境的影響。

Nowadays， thousands of people are changing their food habits。 They question the composition of the food they eat， the presence of artificial ingredients， the provenance and authenticity， how food is produced & processed， the consequences for their health， and the impact on the planet。

Natura的目標是希望在人們的飲食中為融入健康食品而提供可能性。為了可以更貼近消費者，Natura在視覺形象進行了改變，使產品更加地現代化和人性化。

Natura’s ambition was to provide the possibility of integrating healthy foods into people’s diets。 In order to be more relevant to consumers， Natura has changed its visual image to make its products more modern and personal。

這款產品的包裝設計由Super。Brand Consultants完成。設計師為Natura創造了“語氣”，專注於人性化語言，以表達產品的真實、品質以及崇尚自然的價值觀。

The packaging design of this product was completed by Super。Brand Consultants。 The designers created a ‘tone’ for Natura， which focuses on human language to express authenticity， quality and nature-oriented values。

為品牌開發的獨特圖形系統旨在強調與自然的緊密聯絡。根據不同的產品規格設計了不同的包裝佈局。顏色和插圖是圖形系統中最大膽的元素，區別於常見產品的刻板印象，強調產品和包裝的自然與有機特徵。

The unique graphic system developed for the brand aims at emphasizing the close relationship with nature。The different package layouts were designed according to different product specifications。 The colours， along with the illustrations， are the most daring element of the graphic system， breaking with the stereotypes commonly present in the communication of many existing products in the category。 Accentuatethe natural and organic character of the product and packaging。

本次品牌重塑的關鍵是輸出一種全新的視覺語言表達，在視覺上實現新的品牌個性——一種可以在不是去一致性的情況下使產品傳達更廣泛的視覺語言。Natura擁有一種更清晰的身份，同時也令人們更加關注“自然”。

The key output of this rebranding was to visually realize the new brand personality through the articulation of a new visual language — a visual language that could communicate a wider range of products without losing consistency。 Natura has a much clearer identity and a greater focus on ‘nature’。