Packaging spotlight: 11 rebrands that energize classic and emerging brands

Whether it's via a drastic packaging change or just a little extra oomph, these natural products brands are debuting a new look.

Adrienne Smith, Content Director

April 20, 2021

11 Slides

Love them or hate them, rebrands are a great way to revive old packaging designs, convey new messaging and communicate more directly with consumers and retailers alike. These 11 rebrands are no exception; they run the gamut from a name change to a total packaging refresh, or even a new look for just one of a brand's many lines. 

There is, of course, no set rule for when it's time to update a brand's packaging, change a name or launch an entirely new branding strategy. Brands often walk the line between wanting to maintain consumer loyalty and wanting to revitalitze a line with a new message or look. 

In the case of Once Upon A Farm, this refresh marks the brand's first and features a new visual identity, tagline and packaging. According to a statement released by the company's CEO and co-founder John Foraker, “When we launched, we wanted to change the baby category, but we’ve seen consumer demand shift and now it’s so much bigger. We are helping lead the way for an entirely new category: all around Fresh Snacking. We felt the time was ripe to reimagine our branding and packaging to reflect this evolution. We wanted to create smiles while showcasing the goodness of our brand–both inside the pouch and as a company. We couldn’t be more excited to share it with our customers.” 

For pioneering natural products brand Follow Your Heart, the total refresh coincided with the brand's 50-year anniversary and recent acquisition by Danone. In a press release CEO and co-founder Bob Goldberg remarked, "To prepare for our bright future, we're celebrating this 50-year milestone by launching a total brand refresh which will support us in meeting the unprecedented demand for plant-based foods. Joining Danone furthers our commitment to bringing delicious, plant-based offerings to even more consumers."     

Taking a different approach, Belal El-Banna, CEO of The Single Origin Food Co., formerly The Real Co., explained that the name change was undertaken "to better explain what we do and instill a sense of ownership to a category we have always been passionate about and are pioneering in the CPG arena."

Check out this gallery to see some the changes made by these three brands and eight others. 

About the Author(s)

Adrienne Smith

Content Director, New Hope Network

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