Natoora
Natoora is a radical supply chain reshaping how we grow, source and eat food. Working directly with independent growers, it champions transparency and biodiversity. We built a strategic framework and confident identity that reflects its mission to disrupt the food system.
Challenge
Building a new future for the food chain.
Natoora had built trust as a partner to leading chefs, shaping kitchens and menus worldwide. But as it expanded from trade to retail and entered broader public conversations, the brand needed to evolve. Internally, the mission was bold: revolutionise the food system by changing the way people grow and eat food. Externally, that message lacked coherence. The challenge was to create a strategy and identity that reflected the urgency and scale of this mission, while staying rooted in the authenticity of farmers, growers and real food.
Solution
A seasonal identity system for a radical food revolution.
We reaffirmed Natoora’s positioning around three pillars: Radical Transparency, Nutritional Integrity and Cultural Shift. These principles became the foundation for a new storytelling framework and a confident, uncompromising tone of voice. The visual identity reflects the rhythm of seasons and the irregularity of natural systems. Editorial typography, soil- and harvest-inspired colour and deliberately unconventional layouts break FMCG norms, building a brand world that feels as radical as the food system Natoora is working to revolutionise.
Results
A brand to drive systemic change in food.
The new identity has given Natoora the clarity and foundation to lead a movement for a food system revolution. Rolled out across packaging, storefronts, digital platforms and campaigns, it unites experiences from app to shelf to field. Internally, the framework brings purpose to teams and partnerships. Externally, the brand now feels as bold and challenging as its values, setting it apart in a saturated market. Together, we gave Natoora the tools to speak louder, move faster and go further in its mission to transform food culture globally.
