This thesis has been produced as an assigment for Finnish company It’s Pure Oy. The objective of this thesis was to create a packaging design for its’ chosen brand label products and to find ways to fortify the brand. To deepen my understanding I have researched and strived to summarize theories of two brand experts. I have also researched the rising popularity of organic goods and surveyed the competiton and studied brands that carry products that promote health and wellbeing. To support the design process I conducted a user enquiry concerning the ethical choices of food and interviewed the sales.