New Look, Same Great Taste

Shout out to all the designers who listened to these clients when asked to make the logos bigger.

90+ brands that exhibited last week at Expo West rebranded since 2021, these are some of the most recent ones in my data...stay tuned for a few more that haven't announced new packaging from last week yet.

The shelf eye test from 5 feet away isn't enough anymore to make sure you stand out in a crowded market. In the shopping age of 1 inch thumbnails on Instacart and Amazon, bigger logos are better to help consumers either find their faves or stop scrolling and add you to their cart for the first time.

Couple of standout design patterns here – Flavor in the front, function in the back to reduce education, but bigger call outs to high protein or fiber, low carb or sugar. Suuuupersized logos. Brands that bite back. Lots of red. More emphasis on product texture. Hope to see more illustration this year 🤩 🍓

You might rebrand to reach a wider TAM, better communicate your values and value prop, speak to younger or older consumers, stand out more on shelf/online, reduce education, incorporate customer feedback about UX and readability, reduce COGs - either ingredients or materials, in tandem with a reformulation that requires different packaging, highlight a new nutritional panel/hero ingredient, glow up after your original launch (we see you), or to create a more cohesive platform/story of products. Whatever the reason, my #1 piece of rebrand advice is ensure people who already love your brand can still recognize it.

Cooking up a rebrand or refresh and want to chat through strategy? I'm hosting joint office hours with a few friends who own design agencies in the coming weeks. We can chat feedback on your current packaging, mood board inspiration, consumer insights, who else is building in your aisle, and help you find the best agency for your aesthetic, target audience, and budget.

REBRAND ROLL CALL

Umaro Foods

COYOTAS by Land (I think I ate an entire pack last week)

Sun Noodle

Laoban Dumplings cc Goldilocks

8Greens

Mayawell by Heavy Studio

Bad Mouth (formerly SUCKERZ)

Churn Foods by Boredom Kills Creative

Impossible Foods by Jones Knowles Ritchie

MyMuse

Evergreen by ptarmak

ChiChi ~ Chickpea Oats

Cheddies

Phyll

Rob's Backstage Popcorn

Táche

Feel Good Foods by Interact Brands

The Coconut Cult

Chloe's Fruit

Whoa Dough

Better Booch and LIVE Beverages

SkinnyDipped

MingsBings by Pulp+Wire