NatureBox Brand Refresh
NatureBox delivers delicious, better-for-you snacks right to your door. Food subscription services are such a hot trend and we needed to figure out a way to not only standout but to also create an ownable brand with a good story. After research, focus groups, consumer insights, and testing, we developed a recognizable brand that is approachable and fun while expressing our commitment to high-quality (in both our snacks and our visual communications).
We used all of the data to determine our new brand positioning and jumped into the strategic execution. The first step was new art direction for our entire catalog (over 120 snacks), new snack photography throughout the site, integrated campaigns (new landing pages for specific offers, emails, and social), social media, and finally packaging.
With these updates, we've increased our conversion rate by 3X, our referral program increased sales by 30%, and our packaging has launched in Target and Safeway (and a few others are on the horizon) with great success.
Social media became a focus because we have unique snacks that you may have never tried. By tapping into our customer quotes, we've brought reviews forward and used them to attract new members and taste buds.
In late 2016, we transitioned from a subscription model to an e-commerce model which allowed us to concentrate on our member's feedback. With the new model, we were able to create more testing platforms, whether it's testing our snacks or our landing pages (copy, images, and CTAs).