Strategy + Design:
Adam Kereliuk
RENDERS:
Ross Mason
Location:
Chicago
Natuur is a fast acting, low dose, cannabis infused granola bite. When the founders went looking for low-dose, healthier options for edibles, they kept ending up with chocolates and gummies – so they built their own.
Natuur bites use vegan, gluten-free ingredients you can pronounce and most likely find in your own pantry. We knew from day one that this was a brand launching in the Mid-Western and Eastern US states where legal cannabis is still new. That, along with the low-dose approach to edibles informed our strategy to make the branding accessible to a wide range of personas, from the 'canna-curious, to 'I haven't tried weed since college'.
The 'canna-curious' persona and brand new legal market directed the design strategy towards using bold but friendly type, and product communication so clear that it became a primary component of the packaging itself.
Since you can't legally show the final product on the outer packaging we developed a series of balancing rock compositions with a simple circle to reference the bites, and the balanced approach to dosing.
For the pre-launch imagery we teamed up with Ross Mason, and focused on flavour cues and abstract simplicity to reflect their stripped back approach ingredients.
