Unlocking equity through positioning

Nature’s Bakery found success with a uniquely versatile and widely appealing line of fig bars. But in 2018, despite the profitability of the product, the brand itself lacked specificity and the design fell flat. A brand with boundless potential was known simply as “Fig Bars” by legions of loyal shoppers.

Based on foresight analysis and desk research, we began to rethink pleasure as being integral to health and well-being—not at odds with it. This recasting of taste and, more importantly, texture, helped us identify what makes Nature’s Bakery so special. Sure, the “Nature” was important—but the real brand love was for the “Bakery”!

from healthy snack
to wholesome delight

We unlocked this equity with a new positioning around the idea of a “Wholesome Win-Win,” coupled with design directives. Our strategy moved away from the brand’s previous earthy, restrictive expression, to champion the unparalleled goodness of soft-baked foods—made from real, wholesome ingredients.

Nature’s Bakery immediately redesigned their pack, and the formerly brown claim-filled box became a joyful celebration of the inherent goodness of their product.

What we did: Foresight Analysis, Brand Positioning