Good Natured, Manuka Honey, Amazon Brand

Good Natured was an acquired brand with strong product credentials but visuals and messaging that weren’t connecting with the right customers. For a premium Manuka honey competing on Amazon, where trust and clarity drive purchases, the gap between what the product offered and how it was being presented was costing sales.

The instinct in this situation might have been to redesign heavily, but I made a deliberate call to do the opposite. By keeping the visuals clean and restrained, I let the product speak for itself, creating an immediate sense of purity and authenticity that over-designed packaging would have undermined. Instead, I redirected creative energy into the messaging, working closely with a copywriter to craft copy that educated the right audience and spoke directly to what they were looking for.

I applied this thinking across the full Amazon presence, developing A+ content, Enhanced Brand Content, and a cohesive storefront that turned browsers into buyers.

The repositioning resonated immediately, with customers responding positively to both the product and its presentation. The ad creative reached the right audience with precision, reducing wasted spend while driving meaningful results. The optimised creative and targeting strategy reduced ad spend while increasing overall sales by 35%, improving conversion efficiency and overall ROI.