2. History
• Created in 1973, Naturalia is now the leading brand of organic
and natural products in the Paris region with 39 stores offering
more than 5000 different products.
• Whether to support fair trade or manufacturers of cosmetics or
cleaning products that have made the difficult choice to develop
effective products with natural ingredients, Naturalia has
played an important role as a distributor for 30 years.
• Naturalia offers daily fresh fruits and vegetables along with
their freshly baked bio bread.
• They have also recently kept up with the gowing trend of e-
commerce, and are selling their products online.
3. Logo
• Earth
• Figure representing us connecting to
earth and skies.
• Naturalia comes from the word
nature/natural
• The typography gives a sense of
naturalness
• The logo of the earth means that we
have to protect the world we live in.
4. Categories of Naturalia Products
Breakfast Grocery Snack, Confectionary House Bio
Bakery Salts Savory Dishwasher
Sugars, Sweetners Pasta Dried fruits Insect repellents
Jams Rice Chocolates Kitchen ware
Honey Grains Cookies Incense
Milks Canned fish Nuts, seeds Deodorants
Teas Prepared meals And more Cat and dog supplies
Biscuts, Bread Soups And more
And more Soy sauces
Seasonings
Desserts
And more
Drinks Baby, Child, Mother Dietetics Cosmetics and Hygene
Wine Milks Slimming Solar
Rose Small dishes Salt restriction Baby
Soft drinks Fruit jars Mantignac Man
Fruit juices Nursing care Lactose Cleansers
Vegetable juics Hygiene gluten Balms and oils
Smoothies And more Cream
And more Shampoos
Dental hygiene
And more
8. Brief
• We have been asked to design the label of Naturalias
own brand of soups
• In order to understand what appeals the most to
consumers, three labels will be designed and market
research will be conducted
10. >>>Research Plan
Test Subjects
• We will be testing approximatively 15 subjects:
a) Male/Female Parsons Students
• Age: between 18 – 26
b) Male/Female Parsons Faculty
• Age: between 30 – 60
c) Nationality: International
a) Testing Dates: 1st - 6th December
11. >>>Research Plan
Test Subjects
• In our test subjects, we will be looking for the
following traits:
Supporters of natural/biological food
Soup-lovers
Healthy eating habits
12. >>>Research Plan
What Aspects Will Be Tested
• The design of the label
Will the label catch the consumers eye?
The color & the form used
The relevance between the product and the label
• The taste of the soup should not be taken into consideration
13. >>>Research Plan
How Will This Be Measured
• In a public Parsons area we will display the 3 different designs
• The behaviour of the test subjects will be analyzed through 3
different steps:
1. The pick-up test
2. The purchase test
3. The buy test
28. Soup Price Result
• According to the results, the numbers show
that the consumers are willing to pay between
3 euros and 10 euros for the soup. The
average being:
Soup A: 4,78 euros
Soup B: 2,41 euros
Soup C: 4,15 euros
30. Analysis
• Based on our research, the Naturalia team has not come to a clear
conclusion. According to the results, the numbers show that the consumers
are:
more attracted by design A and also more likely to buy this soup.
Design C was very close to these results and therefore we don t have a clear
winner.
Design B, on the other hand, proved to be the least successful in both the pick
up and the purchase tests. Due to these results, we will not keep this design for
our next test.
• It came as no surprise that the majority of the people taking part in this
consumer behavior research clearly stated that the reason for which they
were more likely to pick design A was due to its bright and attractive color.
• Design C, on the other hand, was often picked due to its natural and home-
made feeling. Therefore we will try to keep this spirit.
31. Recommendations and Modifications
• For this reason, we have decided to keep the basic label A and C design, discarting
design B, making only minor modifications which have been brought to light by the
test subjects.
• For the label modifications of design A we have the following recommendations:
1. More legible font color
2. Better printing and paper quality
3. Possible color modification – however, brightness must be kept
4. Possible shape modification – the shape of label B was successful
• For the label modifications of design C we have the following recommendations:
1. Keep this natural feeling, yet bring the vegetables more to light
2. Possible shape modification – the shape of label B was successful
3. Better printing and paper quality
4. Make the colors brighter
41. Soup Price Result
• According to the results, the numbers show
that the consumers are willing to pay between
4 euros and 5,5 euros for the soup. The
average being:
Soup A: 4,01 euros
Soup B: 3,95 euros
Soup C : 4,21 euros
42. Analysis
• The Naturalia team has come to a final conclusion. According to the
results, the numbers show that the consumers are:
More attracted by Label C and also more likely to buy this soup.
Consumers liked its natural design and color, and the fact that
they could directly identify which vegetables the soup was made
of.
Label B on the other hand has very close results with Label A
and was the least successful in the pick-up test
Label A proved to be the least successful in the purchase test.
Due to these results, we will not keep these two last designs.
We have decided to keep Label C, but the shape of Label B was
very successful therefore to our final label we will apply the
shape of the Label B to the Label C.
