Living Nature had long competed and won using natural ingredients and processes that were unique to New Zealand. This winning combination of natural minerals and botanicals indigenous to New Zealand had relevance and resonance in its local market, but lacked 'stickiness' and meaning outside New Zealand. To compound the lack of understanding, the packaging, collateral and digital properties did not communicate the inherent efficacy and functional benefits of Living Nature's natural philosophy.
We built our strategy on the potent active ingredients that exist only in New Zealand’s isolated ecosystem. It is the ingredients rather than New Zealand that define the epicenter of the story, but the story of the ingredients is inextricably and symbiotically linked to the provenance. We designed a ‘Made of NZ’ logo to elevate the rarity and specialness of the ingredients, while their potency makes New Zealand’s ecosystem magical as a brand equity.
The identity and packaging re-design put the emphasis firmly on the ingredients, and played off the brand name 'Living Nature' by bringing the ingredients to life visually. The Manuka honey was now dripping deliciously down the package and Kumerahou blossoms were being blown off the package. The ingredients were now represented with vibrance and movement, evoking their natural habitat.