Nature & Découvertes

x Alter Nutrition

Alter Nutrition is a major player in the plant-based protein market. The brand stands out through its 100% organic products, sourced through fair-trade supply chains.

In 2020, Alter Nutrition and Nature & Découvertes joined forces to commercialise an alternative to animal proteins, designed to provide a daily protein supplement for vegan and vegetarian consumers.

ANALYSIS

The main challenge was educational. Nature & Découvertes is a store where customers can find a wide variety of products, so the packaging needed to make it immediately clear that this was a food product: a vegan powder made from plant-based seeds, and also how it should be consumed.

We therefore chose to present it as a discovery kit, a format that felt consistent with the world of Nature & Découvertes.

The kit included the product, a booklet with advice and recipes explaining the benefits of the formula, the brand values, and offering many ideas for easily integrating the powder into everyday nutrition. It also contained a graduated glass bottle, designed for simple and quick use: the powder simply had to be mixed with water or a plant-based drink.

The kit was available in three references, built around a plant-based protein mix combined with different complementary ingredients: lemon-ginger, ashwagandha-low-fat cocoa, and aronia-açaí-acerola.

MISSION

I chose to start by creating an original digital illustration representing the ingredients of the vegan mix, designed as the central visual element of the project.

Rather than representing the seeds directly, which are difficult to identify visually, I chose to work from the flowers and leaves of the plants that produce them, as they are more recognisable and more evocative.

To convey a sense of naturalness and hand-crafted simplicity, I drew the illustration manually on a tablet, in a deliberately simple, almost naïve style, rather than using photography or a more realistic visual treatment.

This illustration became the starting point for the entire visual identity of the kit and helped structure the graphic universe around a natural, educational and accessible visual language.

From this illustration, I developed a visual identity built around three colour palettes, allowing each reference to be clearly differentiated while maintaining overall consistency.

Before starting the design work itself, I also researched suppliers for the production and printing of the box, as the kit needed to bring together several elements: the product, the advice and recipe booklet, and the graduated glass bottle.

I then carried out detailed work on the text: clarifying, organising and hierarchising the packaging content, while creating small graphic elements to make the product easier to read and understand.

Once the cutting templates had been received, I was able to roll out the design across the boxes and then the sachets. I also created the product packshots, which were used in the booklet and across the different communication materials associated with the project.

I then designed and laid out the advice and recipe booklet, as well as several pieces of marketing collateral, to support product discovery and help customers understand how to use it.

Finally, I adapted the main illustration for the screen printing of the glass bottle, extending the visual identity of the kit across all touchpoints.