Be Natural在1987年首次進行銷售并開發出了甜味和咸味小吃的產品線，2000年被Kellogg’s Australia收購，現在產品的重心是早餐燕麥片和甜食棒。從小麥粉到格蘭諾拉燕麥卷，燕麥片/棒都是用“以植物為基礎的提高營養價值的食品”做成的。

First sold in 1987 and evolving as a line of sweet and savory snacks, Be Natural, owned by Kellogg’s Australia since 2000, is now focused on morning cereals and sweet snack bars. From grain flakes to granola, the cereals (and the bars) are made from “nutritious uplifting plant-based foods.” Last year, Be Natural introduced a new logo and packaging designed by Sydney-based

Loop Brands 品牌設計公司的設計任務是為主流的燕麥片和小吃做品牌重塑并重新對品類進行分類。品牌以注重飲食健康和關注最新食物潮流的人群為目標。從植物力量中提升健康成為了所有傳達渠道的關鍵因素，以此來激發出每個人的吃貨基因。

Loop Brands.  Loop Brands were tasked to reinvent mainstream cereal and snacks and disrupt the category. Targeting consumers who are proactive about eating healthier and are mindful of the latest food trends.  ‘Uplifting health from plant power’ became the linchpin of all communication to inspire the foodie in all of us.

以前的logo看起來和其它格蘭諾拉燕麥卷，燕麥片和其他類似產品沒有什么區別。給我留下的印象是Nature Valley - 友好的類型和粗紋理的質感。以前的logo也有從品牌名中的“e” 和 “a”中發芽的葉子。這并不可怕，但也沒有令人印象深刻。

The old logo looked like a number of nature-y granolas, cereals, and other similar products — or maybe I’m just thinking of Nature Valley — with the friendly type and rough-edged textures. The old logo also had the bonus of sprouting leaves rather poorly from the “e” and “a”. It wasn’t terrible but nothing memorable either.

新logo設計，從一個曲線上的一個腳本文字標志的橫幅上突出，這不是特別出眾，但是足夠有吸引力 - 從“t”發出一串植物，這感覺有點強迫，但是它充分表達了它的用意。雖然排版不是我最喜歡的部分，但是我喜歡很酷的中世紀現代輕美學風格的爆炸表現手法，它與每個燕麥片的成分相匹配。

The new logo breaks out, wildly, from the banner with a script wordmark on a curve — that is not particularly great, but attractive enough — that sprouts a flurry of “plant power” from the “t”, which feels a little forced but it gets the point across. While the typography is not my favorite part, I do love the explosion above as it has a cool Mid-Century Modern lite aesthetic and it changes to match the ingredients of each cereal and bar.

舊包裝平淡無奇，營造出的自然感覺非常做作，因為它比一罐“我不敢相信這并不是黃油”更誘人。

 The old packaging was far from inspiring and its natural-ness felt like it had to be force-fed through the textured typography because it didn’t look any more enticing than a tub of I Can’t Believe it’s Not Butter。

新包裝設計，尤其是高筒的燕麥包裝盒，通過讓產品名和植物插畫占據了近乎包裝幅面的一半的方式巧妙地利用了新logo，創造出了出眾的視覺和貨架展示效果。但是產品的照片可以做的更好，也許至少不是把它放在一個椰子殼里面。大部分情況下它和大logo非常協調。整體的排版很得體，改變了手繪的粗糙效果（這本應該用更有設計感的字體代替的，看看下面的“COCONUT DELICIOUSNESS”）

The  new packaging design, especially the tall cereal boxes, make great use of the new logo by having the name wide and the plant power illustration take up nearly half of the packaging, creating a highly visible and distinct shelf presence that looks really great. The product photography could be better somehow — maybe at least not putting it in a coconut bowl — but for the most part it balances out well with the large logo. The typography throughout is decent, changing the rough textures of yore for a wobbly, hand-written effect (that could have been pushed further with a font with stylistic alternates; see “COCONUT DELICIOUSNESS below).

總之，這在保持小的包裝批次（我敢說也是手工的）的自然產品，并與市場推廣和Kellogg分銷能力相協調的同時，讓產品在以前外觀基礎上是有了感性的提升。

Overall, this is a sweet update that makes a huge improvement on the previous look while putting this in line with the aesthetics of smaller-batch (and dare I say artisanal) natural products yet with the marketing and distribution power of Kellogg’s

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