Naturella Logo PNG
When you look at the Naturella logo, you can smell the fragrance of daisies. The symbols of the emblem promise cleanliness and excellent absorbency. They hint at natural impregnations used in products. Their presence sets the brand apart from similar products.
Naturella has a relatively short history and no legacy founder narrative. Yet in about two decades, it shows how a clearly defined idea can enter a saturated category.
The brand launched in Mexico in the early 2000s under Procter & Gamble. At that time, P&G already led the segment through Always, introduced in 1983. Naturella was conceived as an alternative, focused on natural ingredients rather than performance metrics.
Its key feature was chamomile extract. The plant had long been used in traditional medicine as a mild soothing agent, and its image was widely recognized across regions from Latin America to Eastern Europe. Communication shifted away from technical language toward a softer, sensory narrative.
Visually, the brand moved against category norms. While competitors relied on pink and red tones, Naturella adopted green. The chamomile flower became the central symbol above the name, serving as a stable visual identifier.
Between 2002 and 2005, P&G ran a large-scale campaign across multiple markets, centered on television and retail support. Sales response exceeded expectations, and expansion accelerated. Entry into Central and Eastern Europe was supported by work from Leo Burnett, with a similar audience reception.
By 2018, according to DSM Group, Naturella held 22.8 percent of the Russian market, second only to Always at 30.9 percent. Together, they controlled over half of the category, ahead of Bella at 13.1 percent.
In 2017, the brand underwent repositioning to engage a younger audience. Brands&People updated the visual system, keeping chamomile and natural cues. The product line expanded with Naturella Just Natural, featuring 100 percent cotton and the Seal of Cotton certification, first introduced in Mexico.
Meaning and History
The designers presented the logo as soon as the brand emerged, when the product entered the market. They took the concept of naturalness reflected in the name as a basis, and added chamomile extract. The developers also tried to move away from the standard ideas for such products, which are usually dominated by pink or red tones and a feminine theme. As a result, the brand name has proven highly successful and has remained unchanged throughout the line’s existence.
The brand’s distinctive symbol is the classic chamomile. It is presented segmentally, only in half of the inflorescence, and is located above the brand name, exactly in the center, near the letters “u” and “r.” The flower is traditionally depicted with a yellow center and white oval petals. They have a slight shading towards the base. The word “Naturella” is placed horizontally but tilted slightly diagonally upward.
What is Naturella?
Naturella is a brand that produces women’s pads of all types. Their base consists of natural materials, cotton fibers impregnated with extracts of medicinal plants. The brand originated in Mexico and was later sold to the international company Procter & Gamble, which owns it.
Font and Colors
The inscription is made in a calligraphic script without italics. Instead of the capital “n,” there is a lowercase “n”; the “t” has a wavy crossbar; and the letters “ll” have a curved shape. The logo’s palette consists of yellow, white, and green in two shades: dark for text and light for the background.