From his own experience getting healthy with natural, organic food, Native Sun owner Aaron Gottlieb built a business with the highest quality standards in town and a real passion for sharing knowledge. His stores are a source of more than products for his demanding customers, so we set out to create a site to reflect that. As it turned out, our work on the site was just the first step in a journey we’re glad to still be on.
- Organic/Natural Grocery
- Services provided:
- Branding · Design · Strategy · Web Development · Signage Design
- Project start & completion:
- August 2011 - Present
The new site has an environment a lot like the stores themselves — a friendly place with a neighborhood vibe where people can find information on everything from what’s new on the shelves to what’s on sale. We had several challenges to solve, including how to offer a lot of paths to that information from the home page without overwhelming site visitors. Another was making everything easy for Native Sun to manage behind the scenes, since they keep the site’s content very fresh.
Because we were able to capture on the site what Aaron said he’d been “trying to get across for years,” he asked if we’d be interested in taking on the store’s marketing. The answer was 100-percent yes.
You’re the first company I’ve worked with that totally nailed what I’ve been trying to get across. – Aaron Gottlieb
We had just two directives as we started to rethink the brand: keep a representation of the apple and “don’t go with easy; go with right.” We also needed to create something that would work on everything from store signage and grocery bags to hats and t-shirts.
We started with a look at the competition’s branding and a collaboration with Native Sun to define their brand attributes. After exploratory sketches and the creation of some completely rethought logos, we ultimately landed on a mark that evolved and updated the existing logo. We used a contrasting combination of colors to keep things balanced between serious and playful. The palette says “fresh and natural” without leaning on the predictable earth tones used almost everywhere in the natural and organic foods marketplace.
A focus on an in-store mix of environmental graphics, shelf tags and signage has proven to be a smart move — the stores are continuing to grow without any external ad buys. Watch this space for the next wave of new ideas for dialing up the Native Sun shopping experience.
How often do you get to produce creative on wheels? This was straight-up fun.