Before: Ancient Harvest
Ancient Harvest had a problem. While consumers recognized the teal box on store shelves, they couldn't recall Ancient Harvest's name. Despite a large package logo, it was lost in outdated colors and fonts.
Before: Manitoba Harvest
A dated package color, forgettable fonts and uninspired graphics does little to entice shoppers to try hemp—an ingredient that, to many, is foreign.
Before: Upstart Kombucha
A busy, brightly colored label wraps the entire bottle, obscuring the kombucha. It's punchy and vibrant, but the label is better suited for a conventional product. Flavor names include "Blue Roy," "Bloom Box" and "Grampa's Tonic"—cute names that don't necessarily describe the ingredients.
After: Ancient Harvest
Ancient Harvest brightened its teal box, and pared back the logo to a sleek, simple and easy-to-recognize design. Modern fonts hint at legacy, trendiness and a fresh take on gluten-free, clean eating. The new package shows that ancient grains are a good option for modern shoppers.
After: NibMor Chocolate
How lovely is this? A complete product redesign including a logo overhaul and fresh color palette makes this product pop on the shelf. Plus, sleeker, airy packaging allows NibMor's certification labels (USDA Organic, Rainforest Alliance, Non-GMO Project Verified) to truly shine.
Before: Jade Monk
It's eye-catching, for sure, but Jade Monk's use of dark, bold colors didn't aptly communicate that the product was a natural, Japanese ceremonial tea.
Before: Go Veggie!
Then called Galaxy Nutritional Foods, the 30-year-old nondairy cheese company concluded that its fragmented brand was causing confusion. Did its products contain the milk protein casein? Did they contain soy? Were they vegan? A rebranding was definitely in need.
Completed in 2013, PROBAR's new packaging is bold and eye-catching. A sliver of fruit indicates that the product contains wholesome ingredients, but the bright orange wrapper is confident and anything but frou frou. Rather, it's modern and memorable.
After: Upstart Kombucha
Behold this clean, sleek new label. Matte paper and muted, softer colors signify simple ingredients—which you can easily see because the label is smaller. The packaging prominently displays "Made in Boulder, CO," a boon for building local following.
Finally, a name change from Zeel Kombucha to Upstart Kombucha gives a cheeky nod to Boulder's thriving start-up community, further strengthening the product's connection to place.
Before: NibMor Chocolate
There's continuity across each of NibMor's color-coded flavors, and silhouettes of people doing different activities indicates this is a natural product that can fit into a healthy lifestyle. But there's a lot going on, and NibMor was being absorbed into the chaos of crowded shelves.
Artistic and pretty, yes. Attractive to athletes, not so much. Additionally, there was little continuity across PROBAR's other SKUs. As a result, brand recognition was virtually nonexistent.
Bright bands of color against a neutral background allowed Alaffia products to stand out on store shelves. But could the packaging do more to communicate the company's exceptional mission-based work in Togo, Africa, which includes donating bikes for school transportation?
After: Jade Monk
What a fresh, approachable package! By replacing the dark background with a friendly kelly green color that mimics the color of matcha, consumers better understand what's in the product. Plus, the image of the mythological character from Japanese folklore on the front looks much more inviting now that we only see half of his face.
After: Manitoba Harvest
We love this new packaging for it's bright, airy and trendy feel. Notice how Manitoba depicts hemp seeds on the front of package. For an ingredient relatively new to the marketplace, this is essential.
We adore Alaffia's new packaging for its Passionfruit Shampoo and Conditioner. Featuring the Eban—a West African adinkra symbol representing protection, security and love—Alaffia's redesign is a striking addition to an already sterling brand. Prominent placement of Fair for Life Certification and company information on the back-of-package creates a powerful product story.
After: Go Veggie!
After extensive testing and focus groups, Galaxy rebranded to build a relationship with consumers around the promise of helping them enjoy cheesy foods. Not only did Galaxy update its packaging, it also altered its name to better reflect its audience: "Go Veggie!" The company maintained color-coding so not to alienate longtime loyal consumers.