Nellie's is an interesting example of a project that required an 'off-brief' presentation. The client wanted to introduce a new line of 'natural' products - following the organic food trend, which is very strong in the Netherlands; ecological packaging, food produced in a sustainable and responsible way, products with a pure and honest feel and touch. A product line not only attractive to hipsters.


So far no problem with the client's briefing, they did not even mention or require a special design style. They did however, make the use of their existing logo - and therefore a consistency with established products - obligatory.

The primary goal of my presentation to this clients was to convince them, to let go of the idea of introducing this new line as something similar to what they currently sold. Not only would  the organic line be very different from their existing products, their logo and design style made any chance of success for such a new line virtually impossible. It would lead to unattractive packaging, incompatible with competing organic products when it comes to style, feeling.

I obviously couldn't  propose something that, when implemented, would hurt the client, a consequence of following the brief in a strict way. So I proposed a separate line with a new name, friendly and easy to remember. Kraft packaging with a truly  ecological feeling (although a minimal use of some artificial material is hard to avoid), and a flexible logo.


 The logo was to be recognizable, dominating the packaging, and with the edge in a different colour depending on the type of product, but besides that variation with a consistant look. Easy to spot from a distance, standing out from competitors. The name 'Nellie's Natuurlijk' works in two ways in the Dutch language, it also translates to 'Of course Nellie's'.

The colour code was meant for only 6 products - tea and rice - without plans for further extension.

Naturally Nellie's

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