Natural Choices is a private label brand developed by the Fred Meyer division of the Kroger Grocery chain for the health food section within their stores. Increasing sales of soymilk and the widely publicized health benefits made it a "natural choice" to add to their private label brand. We developed a design that was warm and inviting, while retaining the position as a value priced house brand. We exercised care in developing a look that would not significantly decrease the sales in higher margin brand competitors, but position Natural Choices to capture a price sensitive portion of the market.