Minneapolis branding and design agency Kick redesigned the packaging for premium wild bird food brand Nature’s Window based in Holland, MI. In the process, Kick revolutionized and elevated how to engage birders at shelf. Watch out competition!
“We focused on a big goal: shake up the industry to put this brand at the forefront,” says Jessica Simanton, Sr. Account Manager at the agency. “We positioned Nature’s Window as an industry leader — breaking barriers and changing the perceptions of wild bird food as a commodity product. These food blends are beyond excellent, so it was all about telling the premium story in an engaging way to birders.”
Kick partnered with Nature’s Window to refresh the branding, including a new logo, a gallery of brand assets, naming and nomenclature, education and stunning in-flight bird images, mostly by photographer Paul Nelson. Competitors’ packaging usually uses stock photography of birds on a branch, or at a feeder. Static. Un-engaging. Accidental. By contrast, the new Nature’s Window packaging shows graceful movements and the pure majesty of the birds — creating an emotional connection. Stunning details and swooping liveliness.
This elevates the Nature’s Window brand to reflect the premium product offerings. The package redesign was timed to launch alongside the company’s bird food blend reformulations going to market. The outcome is a visionary packaging system that stands out on-shelf and delivers education about birding for the beginner to the avid birder.
“The idea was to push the design and generate excitement about the brand. It builds confidence about birding among a wide variety of consumers,” says Kick partner Stefan Hartung. “The bird imagery is moving and engaging, where most other brands show birds at rest. Educational tips featured on each bag work together to create a system that helps new birders start backyard birding easily, while providing everything the seasoned birder needs.”