The visual identity redesign for Nature’s Heart — a brand acquired by Nestlé in 2018 — was born from the need to strengthen its global presence with a cohesive and emotionally engaging brand language. Founded in Mexico, Nature’s Heart specializes in plant-based beverages, healthy snacks, teas, and superfoods, and has rapidly expanded beyond Latin America.
The central goal of the project was to refresh the brand’s identity and packaging system in a way that would position Nature’s Heart as a leading plant-based brand for new generations — ensuring consumers understand its purpose and can easily navigate its diverse range of products.
Nature’s Heart was born from the desire of three Ecuadorian brothers to transform eating habits through natural and nutritious ingredients. With an entrepreneurial spirit and a clear sense of purpose, they created the brand — driven by intuition and a deep wish to generate positive impact.
The full project included consumer research in Brazil and Mexico, development of the new visual identity, a comprehensive packaging design system, brand guidelines, and a shopper toolkit. The aim: to reposition Nature’s Heart as a brand that celebrates intuition and fosters a genuine connection with natural, healthy choices.
Design that celebrates natural intuition
The new visual and verbal identity is built around essential brand properties:
The brand symbol was reimagined to reflect transformation and evolution — remaining recognizable yet embracing a more contemporary and intentional expression. This updated visual language embodies the brand’s journey and mission to reconnect people with their natural intuition, highlighting the healthful qualities of each product in a way that feels alive and emotionally resonant.
A mix of distinct typefaces brings energy and clarity, balancing emotion and functionality to create rhythm and personality across touchpoints. The typography is complemented by a nature-inspired color palette — from vibrant greens to the brand’s signature heart-red — evoking the richness of the natural world and reinforcing the connection between the product and its origins.
Heart-shaped leaves serve as more than a nod to nature — they symbolize the brand’s roots and its commitment to consumers, employees, and the planet. The layered greens and brightness bring warmth and lightness to communications and packaging, conveying a sense of positivity in every brand interaction.
The brand’s verbal identity mirrors its intuitive, authentic spirit. The tagline “Feel the good, from the heart” flows through the communication system, used flexibly to reinforce the brand essence across different contexts.
“Nature’s Heart was born from our own search for a more honest way of eating. In the beginning, it was just an idea between brothers - today, it’s a brand that inspires millions of people to follow their intuition.”
Consistency between product categories
The redesign encompassed a complete update of the visual identity and the development of a high-impact packaging system, implemented in key markets in Latin America, including Mexico, Ecuador, Central America and Caribbean Markets. The new identity ensures a striking presence at the point of sale, and the functionality of the packaging design system ensures consistency across the various product categories, creating distinctive visual blocks that amplify the brand’s impact at key consumer touchpoints. We also provided master files for all countries, ensuring a more harmonious, agile, and efficient application across different markets.
The packaging system was carefully structured to improve product navigation and elevate visual appeal — helping consumers instantly recognize the products as delicious and wholesome. The back of the packaging now carries a strengthened brand narrative, weaving Nature’s Heart’s essence into the design system in a meaningful, consistent way.
The result is an identity that inspires emotion, builds connection, and reinforces Nature’s Heart’s commitment to transforming everyday moments through healthier choices. This redesign expands the brand’s presence in the plant-based product universe, empowering consumers to truly “feel the good, from the heart” in each experience, fully aligning with the brand’s central mission.
