By merging thirty years of trust with a sharp, modern strategic system, Naturel has solidified its place as a leader in the organic revolution.
By merging thirty years of trust with a sharp, modern strategic system, Naturel has solidified its place as a leader in the organic revolution.
How does a brand that pioneered healthy cooking oil in 1993 stay ahead in the saturated organic market of today? Naturel has spent over three decades as a kitchen staple in Singapore. However, as the “modern lifestyle” evolved, the brand needed to move beyond the pantry shelf and into the hearts of a new, high-standard generation of conscious consumers.
The mission was to take a legacy of “Eating Right” and transform it into a comprehensive, premier organic lifestyle brand that feels as fresh today as it did thirty years ago.
1. Brand Strategy: The Wellness Ambassador
We anchored the strategy in Naturel’s three pillars: Eating Right, Keeping Fit, and Beating Stress. By positioning Naturel as an “Ambassador for Modern Living” rather than just an oil provider, we gave the brand the “Visual Equity” needed to expand into organic food staples and international markets. We helped craft a narrative that bridges the gap between meticulous sourcing and the joy of living well.
2. Visual Equity: Organic, Elevated
To reflect their status as a “Premier Organic Brand,” the visual language needed to feel both trustworthy and high-end.
The “Meticulous” Aesthetic: We leaned into a design system that highlights their international certifications and sourcing stories. It’s a visual “seal of approval” that communicates quality at a glance.
Cohesive Diversity: Naturel’s range is vast—from monounsaturated margarines to premium olive oils. We created a design framework that allows these diverse product lines to feel like one unified family, ensuring that when a consumer sees a Naturel organic staple, they instantly feel the 30-year legacy of trust.
3. Future-Proofing the Brand
Under the Strategic Brand & Marketing Development framework, we focused on “The Pursuit of Modernity.”
The Deliverables: We refined the brand art direction to support their product expansion in the future.
Global Resonance: As an ambassador for the “Naturel Living” lifestyle, we ensured the brand’s visual identity was robust enough to compete on global shelves while remaining a beloved local icon.
Market Longevity: Successfully transitioned from a “cooking oil brand” to a holistic wellness authority for the modern consumer.
Universal Appeal: Built a brand identity that resonates across generations—from the loyalists who remember 1993 to the Gen Z “conscious consumers” of today.
Certified Authority: Elevated the perception of their meticulously sourced ingredients, making “Naturel” synonymous with international organic standards.
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