Be Natural在1987年首次进行销售并开发出了甜味和咸味小吃的产品线，2000年被Kellogg’s Australia收购，现在产品的重心是早餐燕麦片和甜食棒。从小麦粉到格兰诺拉燕麦卷，燕麦片/棒都是用“以植物为基础的提高营养价值的食品”做成的。
First sold in 1987 and evolving as a line
of sweet and savory snacks, Be Natural, owned by Kellogg’s Australia since
2000, is now focused on morning cereals and sweet snack bars. From grain flakes
to granola, the cereals (and the bars) are made from “nutritious uplifting
plant-based foods.” Last year, Be Natural introduced a new logo and packaging
designed by Sydney-based
Loop Brands 品牌设计公司的设计任务是为主流的燕麦片和小吃做品牌重塑并重新对品类进行分类。品牌以注重饮食健康和关注最新食物潮流的人群为目标。从植物力量中提升健康成为了所有传达渠道的关键因素，以此来激发出每个人的吃货基因。
Loop Brands. Loop Brands were tasked to reinvent
mainstream cereal and snacks and disrupt the category. Targeting consumers who
are proactive about eating healthier and are mindful of the latest food
trends. ‘Uplifting health from plant
power’ became the linchpin of all communication to inspire the foodie in all of
us.
以前的logo看起来和其它格兰诺拉燕麦卷，燕麦片和其他类似产品没有什么区别。给我留下的印象是Nature Valley - 友好的类型和粗纹理的质感。以前的logo也有从品牌名中的“e” 和 “a”中发芽的叶子。这并不可怕，但也没有令人印象深刻。
The old logo looked like a number of
nature-y granolas, cereals, and other similar products — or maybe I’m just
thinking of Nature Valley — with the friendly type and rough-edged textures.
The old logo also had the bonus of sprouting leaves rather poorly from the “e”
and “a”. It wasn’t terrible but nothing memorable either.
新logo设计，从一个曲线上的一个脚本文字标志的横幅上突出，这不是特别出众，但是足够有吸引力 - 从“t”发出一串植物，这感觉有点强迫，但是它充分表达了它的用意。虽然排版不是我最喜欢的部分，但是我喜欢很酷的中世纪现代轻美学风格的爆炸表现手法，它与每个燕麦片的成分相匹配。
The new logo breaks out, wildly, from the
banner with a script wordmark on a curve — that is not particularly great, but
attractive enough — that sprouts a flurry of “plant power” from the “t”, which
feels a little forced but it gets the point across. While the typography is not
my favorite part, I do love the explosion above as it has a cool Mid-Century
Modern lite aesthetic and it changes to match the ingredients of each cereal
and bar.
旧包装平淡无奇，营造出的自然感觉非常做作，因为它比一罐“我不敢相信这并不是黄油”更诱人。
The old packaging was far from inspiring and its natural-ness felt like it had to be force-fed through the textured typography because it didn’t look any more enticing than a tub of I Can’t Believe it’s Not Butter。
新包装设计，尤其是高筒的燕麦包装盒，通过让产品名和植物插画占据了近乎包装幅面的一半的方式巧妙地利用了新logo，创造出了出众的视觉和货架展示效果。但是产品的照片可以做的更好，也许至少不是把它放在一个椰子壳里面。大部分情况下它和大logo非常协调。整体的排版很得体，改变了手绘的粗糙效果（这本应该用更有设计感的字体代替的，看看下面的“COCONUT DELICIOUSNESS”）
The new packaging design, especially the tall cereal
boxes, make great use of the new logo by having the name wide and the plant
power illustration take up nearly half of the packaging, creating a highly
visible and distinct shelf presence that looks really great. The product
photography could be better somehow — maybe at least not putting it in a
coconut bowl — but for the most part it balances out well with the large logo.
The typography throughout is decent, changing the rough textures of yore for a
wobbly, hand-written effect (that could have been pushed further with a font
with stylistic alternates; see “COCONUT DELICIOUSNESS below).
总之，这在保持小的包装批次（我敢说也是手工的）的自然产品，并与市场推广和Kellogg分销能力相协调的同时，让产品在以前外观基础上是有了感性的提升。
Overall, this is a sweet update that makes
a huge improvement on the previous look while putting this in line with the
aesthetics of smaller-batch (and dare I say artisanal) natural products yet
with the marketing and distribution power of Kellogg’s
食品包装设计案例分享，上海logo设计公司，上海包装设计公司，上海品牌设计公司，尚略广告。
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