Jo Cutri Studio developed a packaging design strategy for South Africa’s premier online natural health store, Faithful To Nature for their own brand. Spanning over 200 products and across 5 different ranges including pantry essentials, certified organic foods, conscious personal and home care products. All packed in Faithful To Nature’s signature waste-free packaging.

The aim was to create an iconic brand look to span the entire product range while keeping each of the five different groups unique and creating a strategy that future proofed the ever growing range. The colours for the Pantry range are combinations of bright, bold colours and abstract illustrations while at the other end of the spectrum, whereas the Beauty range uses a more rich and organic palette.

The illustration style was consciously created in an abstract style as many of the main ingredients that represent the products are difficult to visually depict, so by keeping the style abstract it is a more flexible solution to cater to the vast range of possible ingredients for future products.

Common elements such as the logo positioning, fonts and title hierarchy remain throughout all products to create consistency across all ranges and evoke brand recognition.

Faithful To Nature’s signature waste-free packaging has the environment at heart. Pantry goods are in bags made from plant cellulose, FSC certified boxes printed with plant-based inks. All Faithful To Nature cartons are 100% compostable.