It can be both jarring and gratifying to search for a favorite item on a supermarket shelf and then realize that it has a whole new look. Love them or hate them, brand redesigns are now par for the course as companies try to shore up customer support and attract new followers by making eye-catching visual statements on crowded retail shelves.
In the natural products industry in particular, the purpose of a rebranding inevitably goes beyond a product's exterior design. More and more brands, for example, are conducting life cycle analyses of their packaging, which often results in their using lighter-weight materials to reduce the environmental impact of transportation or switching to recycled, recyclable, compostable or biodegradable materials.
Also, at a time when an increasing number of natural products brands have a mission to share—be it a large-scale social or environmental project, or a commitment to using only clean, organic ingredients—a product's packaging becomes a company’s calling card, and the best–and often only–place where it can communicate directly with consumers.
Blue Evolution, for example, uses its latest design to draw shoppers' attention to the nutritional benefits of its seaweed-based pasta and its dedication to regenerative sea farming techniques. This company, which continues to use recycled materials and vegetable-based inks on its boxes, also announced it would be switching to 100% biodegradable labels and 100% compostable kraft bags this past September.
Take a look at this and 15 other recent rebrands in the gallery above.