Announcing Our "NuBranding"

Dear Friends,

NuNaturals First Branding

NuNaturals has gone through so many great changes over my lifetime, but I think the changes this year are especially exciting. Earlier this year we launched our new website, and so many of you have sent us such wonderful feedback about the update. We truly appreciate hearing from you and encourage you to do the same for our new branding. We are so excited to hear what you think!

We have had three major rebranding initiatives over 27 years. Two brand iterations took place in the first 9 years of our history, with a third iteration lasting 17 years, between 1999 and 2016. We are so proud and excited to introduce our fourth (and I think) most fun yet!

You may have already seen the new branding on our social media pages (Facebook, Instagram, Youtube, or Pinterest). Or you may have already seen it on the shelves of your local store. Whether you've already seen it or not, I'd love to give you a little background on how it came to be and what it means to us. 

Our new logo continues the tradition of our colorful pinwheel with 5 colored leaves on the right-hand side. It is inspired by all of the colors, like all of our ingredients, that are found in nature. From sea to mountain, we see these colors appear and disappear throughout the four seasons of Fall, Winter, Spring, and Summer. Being based in Eugene, Oregon, we are lovers of the outdoors and are so happy to be able to incorporate this symbolism into our logo.

A foot in the old and a foot in the new, our new color scheme is a true celebration of the healthy, optimistic perspective that we try to embody. Our new branding is headlined by two primary colors: "NuNaturals Violet" is a modern refresh of the heritage NuNaturals purple that we have all grown to know and love over the years. "NuNaturals Cream" is a point of difference celebrating our naturally derived ingredients.

Playful in nature, our secondary color palette of blue, turquoise, green, and magenta work to add a bit of delight to our new core colors. These colors can be found in the dancing leaf pattern at the top of the packaging and bring life to the product hero illustrations on the front of our new packaging.

Our product hero illustrations symbolize the connection between the origin of our ingredients and the ways you use them. They add a bit of fun imagery to the front of our packaging. They also have the utility of making it easier to differentiate between our products and quickly pick your favorite item off the shelf.

The grassy horizon line and iconic image of a girl riding her bike on a warm Spring day create inviting imagery of the kind of life we wish to inspire: healthy, active, and ever so sweet.

The change was hard at first for our team, some who have been with the company for nearly 20 years. We loved our old branding, as I'm sure many of you did too. However, our founder and CEO Warren Sablosky (my dad) put it very well:

“While our old branding was beloved by NuNaturals staff and customers, I think everyone [on our team] has fallen in love with NuNaturals' new branding. Our "NuBranding" represents a living image of the joyful moments in life that we seek to inspire. That is what we are trying to do with our products, and what we have always tried to do, make people's lives better through great products."

Our new packaging design highlights embracing the joy of life’s sweetest moments. We sincerely hope that we can help create joyful moments in your life by offering delicious, healthy products.

Thank you for being a NuNaturals customer and we look forward to serving you for another 27 years and beyond. 

- Jacob Sablosky, VP Business Development and son of Warren Sablosky, Founder and CEO



    Everything here looks fantastic

  • Jenna

    I just recently tried one of your products,CalmMind,and have to say I was sceptical at first but after the first capsule I noticed a significant reduction n my anxiety. Thank you so much for a safe and natural alternative to prescription drugs!

  • Meg

    Having just discovered NuNaturals, I was disappointed to find the label changed. I much prefer the old label. My preference has nothing to do with loyalty to old packaging, since I’m a new customer. The old design is much more eye-catching on a store shelf, where your products may be surrounded by many other products. Having managed health food stores, I understand the effect branding can have on sales. The old label is clear, striking and unusual – much easier to see and read. Celestial Seasonings Tea tried to change their ‘look,’ and after huge customer protest, they returned to their more colorful, creative packaging. I hope you might consider doing the same.


    for quiet a few years i have purchsed NuStevia from Wegmans but they do not carry it any more I know that this a fantasic product

  • NIkk

    Wow didn’t know how many products there were!

  • 1
  • 2

Leave a comment