Natural Grocers Whimsically Engages With New Brand Design

Colorado-based Natural Grocers is a retailer with over 140 locations in 19 states. The stores are fun, whimsical and provide their customers with some of the best organic and natural products available.

The retailer approached branding and packaging agency MBD to develop their Private Brand design and creating a roll-out strategy to significantly expand their portfolio of natural and organic products.

It was important that the design solution reflect the Natural Grocers brand experience, and that the package designs became an extension of that experience.

MBD created a Vertex Award-winning design solution that incorporated the spirit of Natural Grocers by using the playful animal illustrations and supporting typography found throughout their locations. However, the agency didn’t just borrow these elements, we also created stories and brought original characters to life.

Art Director Sandra Button summed this up by saying, “We really enjoy coming up with Natural Grocers characters such as a Burro wearing a sombrero kicking up tortilla chips, a rabbit wearing overalls juggling peas, or a squirrel wearing a baker’s hat with a sack of flour slung over his back …the scenarios are endless!”

Aside from being highly imaginative, the design system allows for quick and easy roll-out eliminating the need for unnecessary design revisions.


Don’t miss MBD President Maria Dubuc when she presents CHANGING THE WORLD 10,000 SKUS AT A TIME at this year’s Velocity Conference. She will share stories and insights from 25 years of working with retailers to design packaging, refresh private brands, manage production programs with over 10,000 SKUs, and streamline workflow systems.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.