There are so many companies in the natural and organic products industry with the word Nature or Natural in them that even us industry veterans sometimes get confused about who's who.

In this fascinating case studyFast Company examined the work of Marty McDonald, creative director of Seattle-based agency egg for Nature Path's.

Take a look and you can see why the one of the leading natural channel brands is standing out in the increasingly crowded and confusing shelves of conventional stores, too.