At Made Outside, we take great pride in the long-standing relationships we build with our clients. By bringing purpose and strategy to the branding, packaging, and website, we help elevate brands and drive their success. One of our most rewarding collaborations has been with Natalie’s Orchid Island Juice, a company that epitomizes dedication to quality and authenticity. From its humble beginnings to its current status as a premium juice brand, Natalie’s journey is a testament to perseverance and passion. Our strategic focus on highlighting consumer benefits on the packaging played a crucial role in the brand’s success, helping to build trust and ultimately boost sales.
A Journey Rooted in Authenticity
Natalie’s Orchid Island Juice was born out of Marygrace Sexton’s vision in 1989. With just $20,000 saved from her job as a receptionist, Sexton installed two 1,000-gallon stainless steel tanks and a juicer in a small shack surrounded by orange groves. Named after her first child, Natalie, the company started with a simple mission: to provide fresh, preservative-free juice to consumers.
A Unique Approach to Juice
What sets Natalie’s apart is its commitment to using minimal processing standards and only pure ingredients. This uncompromising stance extends to their refusal to use preservatives, even when it means turning down lucrative contracts. According to a recent Forbes article, Sexton declined a contract to sell her juice in Disney World because it would have required adding preservatives. This dedication to purity and quality has earned Natalie’s a loyal customer base and significant market presence.
Time for an Update
When Sexton sought a refresh for Natalie’s branding identity and packaging over 10 years ago, our founder Kara Hollinger was thrilled to take on the challenge. The goal was to create a design that encapsulates the brand’s legacy and commitment to natural, high-quality juice. The logo was updated while keeping the integrity of the original orange illustration. The packaging design was crafted to highlight the minimal ingredients (no added sugar, fillers, water, or preservatives) and nutritional claims. This design has stood the test of time and remains a key part of Natalie’s brand identity today. Additionally, the website we developed created tremendous volume for both direct-to-consumer and wholesale channels and continues to thrive.
The Future of Natalie’s
Natalie’s is still holding high praise as the best-tasting orange juice, according to Parade recently. The brand has expanded to include partnerships with brands like Lilly Pulitzer for a unique spin on their classic orange juice. They will continue to partner with like-minded brands that can help expand their wellness focus or woman-owned and led story. The recent acquisition of Perricone further strengthens their market position, allowing for expanded production capabilities and a broader reach. Marygrace Sexton’s daughter, Natalie, is developing several new lines of products ranging in categories, distribution, and price points.
Long Term Vision
At Made Outside, we are honored to be a part of Natalie’s Orchid Island Juice’s journey. Our partnership reflects our shared values of quality, authenticity, and a relentless pursuit of excellence. With a purpose-driven strategy that brings purpose to the branding, packaging, and website, we look forward to continuing this journey and helping Natalie’s tell its story, one beautifully crafted package at a time.
Significant Growth and Achievements
Natalie’s Orchid Island Juice has experienced remarkable growth over the past five years. The company is on track to achieve $150 million in sales by the end of 2023, reflecting substantial expansion efforts, including increasing its presence across 42 states in the U.S. and 15 countries globally. Key drivers of this growth include strategic expansions into new markets, especially on the West Coast, where regional sales have increased by 230% year-to-date due to over 2,700 new points of distribution. In terms of sales, Natalie’s has seen a significant rise from $70 million in 2019 to an estimated $140 million in 2023. This growth has been fueled by a strong focus on both retail and food service channels, expanding product offerings, and maintaining a commitment to high-quality, minimally processed juices. The recent acquisition of Perricone further bolsters Natalie’s market presence, allowing for enhanced production capabilities and greater reach in key regions. We still service and support Natalie’s on a regular basis, ensuring the brand continues to thrive.
Please see our work with Natalie’s Orchid Island Juice HERE.
