Posted on: Jun 10, 2020

What Consumers Want: Natural Brands

Reading Time: 4 minutes


Guillaume Collinet


As creative people, we are always looking for new sources of inspiration. Sometimes we find out that creativity is hiding just in front of us and we can find it easily. For this reason, it is not a surprise that nature could be one of the biggest resources.

It was a big pleasure for me to take part in the webinar called “Nature in branding and packaging” curated by the association Marketing Finland. I consider truly relevant this topic for everyone interested or implicated in the branding world, so I decided to share it with you and transform it into a fruitful conversation.

Let’s begin with a basic question: What is nature?

As per dictionary definition, nature is “all […] in the world […] that happen or exist independently of people, such as the weather, the sea, mountains”. Or, nature is the character of a person. The interesting part is that nature is diverse and can be felt with all senses. It defines every single personality and the message we want to deliver. In order to understand better this key concept, let’s have a look at three nature-driven brands.

Fist example, Walt Disney. It’s a fantastic and magical brand by far. Harmony and a naïve concept of nature are the basis of this worldwide known world.

Let’s move on, either if you are an art enthusiast or not, you surely know Pablo Picasso. He was a Spanish artist with an unconformist vision of nature. The art speaks for itself and what matters here is how people see the nature represented in it.

Last but not least, the representation of Bansky. The street-art master is famous for being a rebel and with a vision of nature very personal. What does the artist achieve with it? A public who cares about nature.


We explore three different ways of relating to nature, let’s jump and apply this vision to brands.

It’s the same. How you depict nature in your designs should be the reflection of who your brand is. If a brand wants to be natural, it will embrace this concept with relative consumer trends. That’s the key.

Now I would like to analyse some consumer profiles who are rocking during 2020 and some related brands who are classified as natural brands in their positioning. We will go through six different types of consumers with a different approach to nature. If you want to discover deeply the consumer profiles with all the insights for your brand, have a look at our complete document.


Meanwhile, I present to you the Wellbelievers. They are the balance seekers who prefer brands that can offer mental and physical equilibrium. Here I show you two perfect examples. Ringana brand offers fresh products to treat your skin and feel at the best. The natural element here is represented by the main idea of harmony and equilibrium and expressed by the contrast of colors. On the second hand, for all the finish consumers always in a rush, we can appreciate Eväs brand. Ready-to-meals for dynamic people, here nature is a notion of freshness, clean sensation, and yet a controlled mess in the packaging design. Balance for this type of consumer is the key concept to feel a brand as theirs.

Other consumers with a strong relation with nature are the Freelovers. Nomads and basically freelances by heart all they need is freedom and new adventures. They look for a brand that can give them the authenticity of nature. What brands I have in mind? Heatherhill Brewery is the perfect brand if we want to have a genuine concept of nature and experimenting it through the crafted packaging and the contrast of shades and lights. Following the nature experience, we meet Patagonia, where the stories and people’s relationship with nature is the true brand essence.

A very young and radical consumers are the Social Activists. As the proper name says, they are fighters by nature for every world’s concerns but in a positive way. So, a brand like Lush Cosmetics is the perfect match for them. Lush is famous for standing up and fight for human diversity, environmental safety, and so on. Nature, in this case, is not in the packaging design but is the brand’s inner message. The positive vibes are also present in Oatly, not in the brand design but in the tone of voice and humanity that the message transmits.

Lovers of community, the Local Tribes are the consumers who care about the community the most. Of course, they will support all the brands with the same values. One, for example, is Ecotricity who claims and asks the consumers to be smart, be more natural, and make the community greener. At the same time, Lavazza’s positioning is all about taking care and showing the reality of people and workers in the coffee market.

Happy and very dynamic are the Fun Experiencers, a consumer profile full of emotions and joy. What they are looking for? Positive and emotional brands. Arla, for instance, gives answers to all of them. The dairy brand’s positioning is all about revelling nature with emotions and friendly touch. At the same time, the chocolate brand Whoop is the ideal ally for the consumers who want to enjoy life and have a creative approach to nature.

For the last consumer profile, I introduce to you the EcoElites, conscious buyers looking for the authenticity in every product and the brands with the best know-how. Brands like Kyro Distillery or Genelec with a clear and unique story about the natural origins of their products are ideal for the premium experiences the consumers are seeking.

An important part of the present and future trends in branding are about nature. But, find the right positioning for a brand that wants to be natural is not an easy task. Counting on experts that help you find the right balance between your brand, your acts and your consumer it’s always useful but first, you need to find the real purpose of what can do my brand to support nature today and tomorrow. Good words can be inspiring but the acts will be the ones that defines our true nature.

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