Sugar, Spice, and All Things Nice: Stevita Naturals Brand Refresh
Challenge:
Despite being pioneers in introducing stevia sweeteners to the U.S. market in the late 1980s, Stevita Naturals had seen their sales stagnate and their brand awareness decrease amidst increasing competition. To reinvigorate their sales and reconnect with modern consumers, a fresh, appealing brand identity and packaging design was essential.
Approach:
Our brand designer commenced with a comprehensive review of the natural sweetener category, studying competitors’ brand identities, packaging, and market cues. Recognizing the need for differentiation in a fiercely competitive market, a cleaner, fresher, and more modern brand design direction was introduced to enhance quality perceptions and position Stevita as a premium brand. A key element of this redesign was the introduction of a graphic hummingbird, a potent symbol promoting positive emotions and a nod to the brand’s South American roots. The refreshed design system simplified the packaging, improving consistency across the product family, and highlighted key attributes such as organic, non-GMO, and fair-trade claims.
Impact:
The transformation sparked positive feedback from retail buyers and resonated with consumers, leading to a sales increase in every category where the new branding was introduced. The revitalized branding not only bolstered Stevita’s market position but also reaffirmed its commitment to offering clean, better-for-you sweeteners to today’s discerning consumers.
