FormRoom – Naturally

“Naturally approached FormRoom to create their brand identity and product packaging, ahead of their first UK store opening in London this February.

Naturally’s brand purpose is crafted around its community as a local, reliable grocery store. From cheese to charcuterie, freshly baked bread to pasta, each of Naturally’s hand selected produce can be traced across its journey through Europe – from the markets of Madrid and the vineyards of Tuscany, direct to the new shopfront on London’s Holloway Road. Naturally offers quality produce with a transparent supply chain at an affordable price point.

Evolving the brand from logo conception through to full brand guardianship, product packaging and store design, FormRoom began by analysing the competitive environment and target market for this new brand, eventually identifying 3 Brand Pillars: Quality, Transparency and Community.
FormRoom crafted Naturally’s visual identity to reflect the simplicity and transparency of the brand ethos.

Addressing community pain points including waste reduction, supplier chain transparency and freshness, the product packaging has been designed and manufactured to be resealable, reusable and to champion the product inside.

The craft paper packaging incorporates a transparent window to view product, each sealed with a freshness sticker. Naturally stickers offer a brand experience cue: communicating product ingredients, supplier details, and the instore packers name – establishing a local connection between customer and brand.

Naturally supplies its community with simple, fresh, delicious food. At the core to the brand community, the ‘Naturally Mine’ loyalty scheme has been established to offer experience rewards such as a Supper Club or a Meet The Makers taster session.

Taking the brand development through to the full store design, FormRoom created a modular store blueprint. Starting with the first store launch on Holloway Road, the FormRoom team applied the Brand Pillars of Quality, Transparency and Community to material choices throughout the store fit-out and FF&E, utilising sealed OSB, raw steel and a recycled composite plastic.

FormRoom built the Naturally brand and store through Insight & Strategy, Branding, Packaging Design, Store Design, 3d Renders, Technical Drawing and a complete turn-key store fit-out. ”