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Natturals
2023
An e-commerce meeting point for eco-conscious gourmets
Brand Design
UX / UI Design
Content Design
✦ Why?
Context
Natturals was born out of the need to promote local consumption and organic products in the food sector. Promoting local consumption is important because mass food production has many negative consequences, including:
✢ Loss of biodiversity
✢ Water and air pollution
✢ Health problems
✢ Job losses in rural areas
✢ Dependency on imports
✢ Lower quality and flavor
In Spain, small producers are an essential part of the agricultural and food sector. However, they face difficulties in getting their products to the end consumer due to several factors:
Competition with large corporations
Logistics and distribution challenges
Lack of funding and technology
✶ Producers
Our producers are Ana & Pablo, they learned how to cure cheeses from their grandfather. They’ve always been passionate about cheesemaking and want to carry on the family tradition, but they don’t know how to adapt a traditional business to modern times or how to make it grow.
✶ Our user
María is a true gourmet food lover—always on the lookout for local dishes and restaurant recommendations. She also cares deeply about the environment and makes sure the products she consumes are ethical and organic.
✦ What?
The insights
Natturals is a specialized e-commerce and SaaS platform that connects ethical and eco-conscious gourmet food producers with consumers who value quality, sustainability, and local traditions. It offers personalized profiles for producers, an online community, and a curated marketplace of artisanal products.
The platform is built around two core services:
Club Foodie, a free online community and newsletter that promotes gastronomic culture and offers access to exclusive events and discounts
Caja Ecourmet, a paid subscription box featuring handcrafted gourmet products, personalized to food preferences, with full transparency about producers and their processes.
✦ How?
The solution
At Natturals, we believe in bringing you closer to the heart of food—where it’s made, how it’s crafted, and who’s behind it. Through our Ecourmet Box, we connect conscious consumers with passionate small producers, delivering curated gourmet products that are ethical, organic, and artisanal—right to your doorstep. It’s more than just a subscription box; it’s a movement that supports the circular economy, reduces food waste, and promotes sustainable, responsible consumption. From the small producer to your table, every bite tells a story of tradition, care, and purpose.
Natturals operates through a complete business model that blends technology, community, and sustainability. Its core revenue streams include a SaaS model where producers pay a monthly fee to access digital tools, guidance, and templates to build their e-commerce presence and a subscription model, the MVP, which delivers a curated monthly box of gourmet products to consumers, along with exclusive benefits like recipes, experiences, and ad-free browsing.
Additionally, Naturals explores third-party events, partnerships, and advertising as supplementary income channels. With a strong omnichannel approach, the brand connects with users through digital platforms, web, app, newsletter, social media and offline experiences like tastings and local events to foster deeper engagement in both the digital and physical worlds.
✦ Ecourmet Box
Pop over to our website
Take a fun little quiz
We get to know your foodie style
Each month, we handpick goodies just for you
We chat with our amazing producers
Pack your box with love
Send it straight to your door
Time to unwrap and enjoy!
Credits
✳︎ Angie Ureña
✳︎ Asier Rementeria
✳︎ Ignacio Reigada
✳︎ Wendy López
✳︎ SHIFTA by Elisava