When Nature's Path launched Love Crunch, its premium organic granola, in 2010 as a partnership with Whole Foods, I was tasked with designing the initial package and support material.
The brief was looking for something hearty, a bit homespun, warm, fun and with a bit of the 70’s retro vibe our marketing material had at the time.
Once the product took off, I worked with our agency partner to re-design it into a more upscale, modern product in a resealable pouch, and then oversaw the subsequent rollout to all flavours + countries.
Continued success led to the launch of line extensions like bars + cereal. After helping establish some brand guidelines to better define the brand, I art directed and oversaw the various rollouts over the years.
Love Crunch continues to be one of the strongest and most popular brands in the Nature's Path portfolio.
