Natural is an over used and over exerted idea in food so finding a modern day expression of this can be tricky. EPC worked hard to ensure its products were stripped right the way back to nothing but natural ingredients and as such our challenge was to tell this story visually on pack. We could have done all sorts of clever things but in the end we decided that nakedness was best. Let the product be the star whilst at the same time make the decision at point of purchase as easy as possible for the consumer. The stripped back ‘au natural’ route is going down very well with retailers, look out for it in a store near you soon.
