Native is positioned in one of the most promising markets in the food business worldwide: Organic goods. This market keeps growing at exponential rates all around the world, moving billions of dollars. Native was created in 1998 when the concept of organic products in Brazil was totally incipient. The branding project was extensive and included naming, brand and all products packaging lines from 1998 by 2012. Bill Martinez, head of the project, created a new paradigm for the organic segment that was just at the beginning. He chose to distinguish the new brand from the rough image of natural products on the market at that time and adopted a more mild language, clean and clear, taking ownership of the green, beyond the brand, embracing the packaging, especially the flagship product: Native sugar sachet. As a result the graphic language and visual identity created new standards for organic products that were going to follow on the market.