NATURE’S KING BRAND RE-FRESH
YEAR: 2021 | ROLE: RESEARCH, MOODBOARD, GRAPHIC DESIGN, WEB UI, CREATIVE & ART DIRECTION | CLIENT: NATURE’S KING
Founded over 20 years ago, Nature’s King is an Australian made supplements brand made from natural ingredients. They are popular in the South-East Asian communities and are often gifted as souvenirs as a way of gifting health to loved ones. Australian supplements are significantly popular as many associate the country with a clean image and often the supplements are managed by the same government agency that oversees medical devices giving it the same standards as pharmaeuticals. The purpose of the re-fresh was to elevate Nature’s King brand image, social presence and marketing without changing the logo and packaging due to the loyal consumer base.
A New Direction
I was tasked to lead the brand re-fresh while highlighting their unique selling points: Australian made and all natural ingredients. Working closely with the marketing team, the updated brand image was re-born through a new slogan, website, brand imagery and curated social feed.
Feel Like Gold
“Feel Like Gold” implies that the daily use of Nature’s Kings products can aid to your overall well-being because of their natural ingredients. The choice of the word ‘gold’ calls back to their iconic gold lidded packaging, portraying the entire brand as luxurious and modern.
Re-imagining their website
Nature’s King’s products are sold through their local and international retailers, so the purpose for the new website was to introduce the brand refresh and provide information about their products and where they can be purchased. The creative direction for the website showcases new product studio photography with an easy to navigate layout tying back to the new look of Nature’s King. As part of the final assets deliverables to the web developer, icons were also created to be featured in the product pages.
Creative Direction for Photography
Two photoshoots were done for the re-fresh (studio and outdoor lifestyle). I conceptualised, created and pitched photography briefs for both shoots detailing locations, talent, props and sets. With the help of Jason Jia Photography and models Josie Tan and Suliman , the concepts were brought to life.
Studio Lifestyle
Inspired by modern fragrance campaigns, silk and chiffon were used as backdrop for the each set to create a luxe feel with minor props that hinted to the natural ingredients from each product. The fabric colours corresponded with each product packaging and complimented the iconic gold lid creating a monochromatic theme throughout.
Outdoor Lifestyle
The outdoor photoshoot was done in two parts. Part 1 utilised the environment to compliment each product and their Australian made ingredients.
Part 2 told the story on how the products integrated in an Australian lifestyle such as picnicking, swimming and bushwalking. Talent were used candidly to interact with the products and create a lifestyle scene for each product. Props and clothing were curated to pair with each products’ colour scheme. We wanted these images to feel relaxed and natural, like how the supplements would make you feel.
A New Social Presence
To complete the brand re-fresh, Nature’s Kings’ Instagram feed used 3x3 sets that would introduce each product. Each 3x3 featured a product image, a mood image, and brief informative/fun content. The sets would then transition smoothly to the next through colour and imagery.
