Health Valley Organic had been bringing organic foods to American tables for more than 40 years, but an increasingly crowded natural food category meant the brand needed a stronger and more distinctive presence on shelf.

Working with the team at Interact Boulder, I helped develop a refreshed visual identity and packaging system that celebrated the brand's heritage while making freshness and nutrition impossible to miss. Bold typography inspired by roadside produce stands is paired with expressive watercolor illustrations of fruits, grains and ingredients, which I art directed in collaboration with an illustrator to create a custom, hand-painted visual language that feels vibrant, honest and unmistakably natural.

The system was designed to flex across a broad product range while maintaining a clear family resemblance. A consistent white base, prominent branding and ingredient-led colour create strong recognition, while each product retains its own personality and appetite appeal.