Stevita Naturals is a clean label, better-for-you brand that was the first to introduce stevia sweeteners to the U.S. market in the late 80’s. Since then the company’s sales have stagnated, awareness has decreased while competition has increased. To improve sales and awareness, the company needed a fresh new look to be more attractive to today’s discerning consumers. A brand designer with deep experience in the food & beverage industry, was called upon to help breath new life into the brand identity and packaging.
Our brand designer began by researching the natural sweetener category online and in store to identify category cues and assess the competitors’ brand identities and packaging. Since the natural sweetener category is highly competitive and lacks strong brand awareness, we introduced a cleaner, fresher, more modern brand design direction to enhance quality perceptions and position the brand as premium. Part of the brand design solution was to introduce a graphic hummingbird and imagery to enhance appetite appeal and memorability. The hummingbird also helps to promote positive emotions and hint at the brand’s South American roots. The new design system simplified and unified the packaging family to make it easier to shop and ensured that claim such as organic, non-gmo and fair trade claims were clearly communicated.
Stevita has received countless compliments from retail buyers and today’s consumers have responded with a sales lift in every category where introduced.