8 inspired natural product rebrands
Bright colors, bold messaging and contemporary designs are the hallmarks of these recent natural product rebrands.
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“Always Organic” is the key to the rebranding undertaken by this leading fermented food company—and with good reason. Not only are these products made with high-quality ingredients, but they also come with USDA organic certification, which is something both the brand and its customers can be proud of. And while Farmhouse Culture continues to expand its distribution into more major grocery chains, the bright colors, clean designs and clear organic message will certainly catch shoppers’ attention and convey the freshness and quality of these fermented products.
Brand mascot Rocky-Roo the Racoon still holds the place of pride on the labels of this line of USDA-certified organic and natural nut and seed butters. This time, however, he’s peering over a bold new black background with the brand’s name in stand-out white text. Another significant change on these bright and simplified labels is the addition of a large white (peanut, almond, cashew, sesame or sunflower seed) shape that indicates the variety. Other updates include adding the words “Non-GMO” to the lid and sharing information about how this 100% employee-owned company got its start. As stated by Once Again’s marketing, communications and PR manager Gael J.B. Orr in a press release: “Our fun-loving family of 86 employees couldn’t be prouder of the nut butters we create and the work we do to ensure food safety and support farmers through our Honest in Trade program. With this rebranding effort, we’re excited to share with more people how our jars are making a difference and help them know that they can be a part of that.”
Known for its natural sweeteners (honey, agave and coconut sugar) this Boulder-based company celebrated its entry into the olive oil category in June with a USDA-certified organic Extra Virgin Olive Oil and a new logo and packaging redesign. Purity is at the essence of this new look, which seeks to reflect the brand’s commitment to using only the highest-quality ingredients, all of which have all been certified by the Clean Label Project, a transparency-focused non-profit organization that tests products for 130 harmful contaminants and toxins in an accredited laboratory. The new, stark-white labels emphasize both the product within and the Clean Label Purity Award Certification. The new branding message, “Clean & Simple” takes the idea of purity one step further in a design that is both stunning and extremely visually appealing.
This brand of coconut jerky has not only changed its look, but also its recipe and name, which has relaunched with a soon-to-be expanded product line as Foreal Foods. According to the company’s founder Seth Syberg, via a press release, “The new brand name is an expression of Cocoburg’s original mission of putting real food first while making room for a broader diversity of new products that reflect the company’s commitment to providing affordable, nutritious snacks with focus on a super clean ingredient list.” The brand, which uses upcycled young coconut meat retrieved from coconut water production processes in Thailand, undoubtedly seeks to invoke the products’ origins with the evocative new image and new, natural color scheme.
With this new, revamped design, ReGrained continues to work towards its big-picture goal of helping consumers learn more about upcycling and what it can achieve. According to Regrained’s founder Daniel Kurzrock, the force behind this brand’s efforts to spread the world about different edible applications for the millions of pounds of leftover brewers’ grains that are typically thrown out each year, “We need to create great-tasting food that is also functional and that, by the way, is also upcycled.” The key to this, he says, is to educate consumers, while also trying to make upcycling more approachable. To this end, the bright and colorful new packaging includes a new upcycling logo that the company hopes will one day become an industry-wide symbol for any product with upcycled ingredients. Kurzrock goes on to say that, “The new logo (EAT UP!) with the arrow is a call to action for consumers to incorporate upcycled foods into their everyday life. The slogan "Eat Up!" brings simplicity to this unfamiliar idea of edible upcycling. (The packaging) is visually appealing, fun, larger than life, whimsical and pretty different from what’s out there." With regard to the company’s well-documented struggles with trying to use compostable packaging for its bars, the removal of the clear window from the old packaging is one way in which the company is, “setting itself up for the transition to compostable wrappers in the future.”
With shelf space in the frozen section in high demand, Snow Monkey has thrown down the gauntlet with its colorful new redesign. The background has changed to a solid, bright color, with the brand’s signature foliage encircling the tops of the pints. The new slogan, “Dairy Free Anytime Dessert” encourages consumers to tuck into this plant-based frozen treat, guilt-free, at any time of day. But perhaps the biggest change with this redesign is the addition of the new heat seals, which feature the faces and missions of Snow Monkey’s leaders in an effort to provide transparency around its diverse, female team, as well as inspire others with a whimsical touch. Finally, both the Cacao and Cinnamon flavors got new, clearer identities—shifting to Chocolate and Maple Cinnamon, respectively—and the Matcha Green Tea flavor has new sourcing information.
How does a brand come to the decision to change its beloved, original packaging? This was the question faced by BRAMI, whose colorful packets of “snacking lupini beans” with their smiling Roman bean mascot had been associated with the brand’s identity for some three years. Not easily, says BRAMI founder Aaron Gatti in a recent press release. “It was one of the most challenging projects that I’ve undertaken in my life. We loved our old packaging and a lot of our early adopters loved it too, so it was not an easy transition. What we came to realize after two years of demoing the product and collecting data is that this is a very unique different product that requires a lot of explaining. And unfortunately, that’s not an easy position to be in as a snack. We needed more of a balance between being visually intriguing—which our old package certainly was—and more communicative.” The clean and modern new package design emphasizes the product’s sourcing (Italy) and its nutritional content—although the happy Roman bean still plays a small role. Since unveiling this new look in July, BRAMI has already noted an influx in positive online customer reviews.
Beveri introduced new retail packaging for its line of USDA-certified organic foods this June, in an effort to better define the brand and set it up for future growth. These colorful new designs are both clean and appealing, with a focus on strong visual images and clear messaging, accompanied by the new brand positioning statement: “Take Charge of Your Well-Being!”. As stated by Beveri president Joanne Fellin in the press release, “Packaging is our most visible and valuable consumer touch point. We believe the new design is highly memorable and will certainly break through the cluttered retail environment.” The new packaging coincides with the brand’s expansion into the national retail market.
Beveri introduced new retail packaging for its line of USDA-certified organic foods this June, in an effort to better define the brand and set it up for future growth. These colorful new designs are both clean and appealing, with a focus on strong visual images and clear messaging, accompanied by the new brand positioning statement: “Take Charge of Your Well-Being!”. As stated by Beveri president Joanne Fellin in the press release, “Packaging is our most visible and valuable consumer touch point. We believe the new design is highly memorable and will certainly break through the cluttered retail environment.” The new packaging coincides with the brand’s expansion into the national retail market.
How does a brand capture the identity of its products? How does it tell its story, educate consumers and grab their attention in the sea of products on supermarket shelves or online?
These are questions brands struggle with every day—questions that become even harder to answer when it comes time to make the often difficult decision that a current design might not be conveying the right message, or that a product has simply outgrown its look.
There’s no shortage of research, doubt and, ultimately, courage and excitement that go into rebranding, especially when the products at hand are ones that consumers have come to identify with a certain image. Fortunately, the rewards can include gaining new customers, inspiring old ones and better communicating brand values.
The following packaging redesigns are a roundup of some of the standouts we’ve seen so far this summer.
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