Evolving Nancy’s Brand for Decades
A Full Case Study
60 years ago, the health food market looked a lot different. The Keseys had an idea that would change everything. By introducing live probiotics into their dairy products, they set the trajectory—and set the bar—for decades of clean, conscientious and healthy eating. Yet it didn’t stop with probiotics. Nancy’s is always striving for the highest quality ingredients working with local families and farms, that provide the best health benefits, without compromising on flavor.
CLIENT
Nancy’s Probiotic Foods
WHAT WE DID
Art Direction
Brand Foundation
Brand Identity
Package Design
Website Design
COLLABORATORS
Jeff Foster, Illustration
Charlotte Day, Illustration
Brian Gjurgevich, Copy Writing
Greg Netzer, Copy Writing
Tye Ortega, Copy Writing
Nancy’s had been a household name in the Pacific Northwest since the ‘70s, rubbing elbows with Jerry Garcia, the Grateful Dead and the counter-cultural movement. Their established audience trusted their insight, the products and their values. The challenge was expanding their product across the US with a brand and positioning that educated consumers while speaking to Nancy’s ethos.
A flood of new brands was enlightening consumers about the varieties of yogurt, from Icelandic Skyr to decadent Aussie Noosa. It was clear the consumer had an open mind—and was craving something new. We set out to show consumers that what they were looking for was already here.
We designed a visual and written language for Nancy’s brand and packaging that communicated their “Uncommon Culture” and premium product quality while justifying a higher price point.
We revisited our first redesign from 2002 and repositioned the brand identity and messaging, clearly communicating the probiotic health benefits. We further refined our playful illustrations and typography—elevating the brand position while keeping the Kesey family’s personal style and artistry. Vibrant colors and dynamic graphics gave vitality to the imagery, backed with sophisticated science and straightforward language.
A design can be timeless.
It’s also healthy to change with the times.
Distinction between Natural and Organic product lines for consumer shopability.
Small change, big results: recent typographic updates (right package) highlight key product communication to improve product findability for consumers.
As an independently-owned creamery with a long history in the Northwest, Nancy’s mission has always been to buy ingredients from local dairy and fruit farms. To reflect their commitment to fresh, local, good for you food in the designs, we commissioned custom illustrations that depict vibrant whole fruits and familiar daily meals. We used their history as a local milk producer as inspiration to establish their longevity and build trust amongst their consumers, both their longtime fans and those newly introduced.
Not all probiotic strains are created equal, which is why we illustrated the Nancy’s probiotic difference in an accessible way to educate and appeal to consumers.
Distinct design programs for different product lines appeal to specific audience needs.
We view every new Nancy’s product as an opportunity to tap into the Kesey family’s artistic point of view, while staying true to the brand’s values and roots.
Our redesigns have reinforced Nancy’s loyalty to existing customers and engaged with a new, evolving audience.
In a category experiencing sales declines and plateaus, Nancy’s saw an increase in sales, which continue to remain strong. Take their Greek Yogurt for example: the redesign turned a 16% decline in previous years’ sales to a 4% gain after the launch. What’s even better? 55% of consumers prefer the new packaging. Nancy’s is a national star these days and it’s their uncommon spirit and culture that sets them apart.
How it all worked out:
APPROVAL
55%
prefer the new packaging
RECOGNITION
98%
recognize the brand w/o confusion
GROWTH
20%
increase in year-over-year sales