Sun-Maid Updates Logo, Graphics for Modern Packaging Design
Sun-Maid, the whole fruit snack brand, is ushering in a new look and feel through its packaging to reflect what modern shoppers are looking for — simplicity and transparency. Sun-Maid's iconography has been one of the most recognizable brand visuals for the last 100+ years. But today's consumer has changed, and now Sun-Maid is meeting evolved expectations through an updated logo and refreshed design across all products.
Sun-Maid is introducing a modernized logo and packaging graphics to appeal to the brand's millennial audience, while keeping the nostalgia of the classic look intact. Carefully curated with the help of consumer feedback, the package makeover includes illuminated modifications to the sunrays and a refashioned image of the Sun-Maid girl. Consumer insights guided the brand to maintain existing design with minor updates to the sun. Overwhelmingly, today's shoppers know and love Sun-Maid as a recognizable, timeless and trusted brand. They expressed the importance of the brand preserving its identity and warm nostalgic feel while appealing to its millennial target.