For the first time in 6 years, Odwalla is introducing a refreshed visual identity. The new creative will be seen brand-wide, across all product offerings, and will include everything from the website to product labels to delivery trucks. Though the exterior has been updated, nothing has changed about the products themselves – they still feature the same great flavor and wholesome ingredients.
The design was updated to meet the needs of consumers. The new packaging is more shopper friendly with benefit call-outs, ingredient imagery, and clear segmentation of products. Food bars are now segmented according to their benefits and format – Protein, Superfood, Nourishing, and Chewy Nut. The Odwalla brand shield on each bar clearly identifies this. Similarly, the cap colors on all beverages have been changed to indicate the specific segment – Superfoods, Smoothies, Proteins, Juices, Quenchers, and Seasonals – making it easier to identify the different products. Beverages displaying the new creative will begin rolling out in January followed by food bars in February.