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New Logo and Packaging for Sun-Maid by quench
 

before

after

Noted May. 14, 2020 by Armin

Industry / Consumer products Tags /

About

(Est. 1912) “Sun-Maid Growers of California is a farmers’ cooperative of 750 grower families with vineyards in California’s Central Valley. From childhood to adulthood and generation to generation, Sun-Maid snacks have grown up with you. And while some things change, our ingredients haven’t—they’re real, minimally processed and consistently good. The timeless and trusted go-to snack that’s simple, healthy and versatile, Sun-Maid fills each day with moments of sunshine, one little red box at a time.”

Design by

quench, Harrisburg, PA

Related links

Sun-Maid press release

Relevant quote
The newly designed packages, which began hitting shelves this month, exhibit changes that aim to appeal to millennial shoppers looking for healthy snacks for their families.

In 2019, Sun-Maid introduced its first advertising in a decade, also produced by quench, which prompted considerations to modernize its packaging. Consumer feedback helped validate that a refresh was in order, and indicated fondness for the brand’s nostalgic design, so it was important to preserve that quality while making changes that allow it to appear timeless.

Maintaining the integrity of the iconic little red box was key. The agency gave Sun-Maid’s female mascot Lorraine (named after a real person) a bit more space and depth on the packages and made the sun rays surrounding the illustration more prominent. The image pops as a result.

The new design also calls out key product differentiation, functional benefits and appetite appeal that millennials want in food products, such as “0g of added sugar,” “made with whole fruit,” and influential Non-GMO Project verification on the front of packages.

quench provided text

Images (opinion after)
New Logo and Packaging for Sun-Maid by quench
Logo.
New Logo and Packaging for Sun-Maid by quench
New Logo and Packaging for Sun-Maid by quench
New Logo and Packaging for Sun-Maid by quench
New Logo and Packaging for Sun-Maid by quench
New Logo and Packaging for Sun-Maid by quench
Various SKU before/afters.
New Logo and Packaging for Sun-Maid by quench
Family of products.
Opinion

If you are trying to figure out what the changes are in the new logo you are not alone in your struggle as the only change is in the sun rays around Ms. Lorraine. It’s not a huge change but it’s definitely beneficial as it really opens up the graphic. The wordmark is also a little bigger so that’s good. The packaging evolution is positive mostly due to the new level of consistency across products, whereas before they were all doing whatever they wanted in different fonts, backgrounds, and arrangements. The overall red-ness of the packaging remains, which is good because it’s a huge recognition element. The new headline typography has been infused with some Chobani-ness, particularly in the mango and yogurt products. In general this still maintains a fairly generic mainstream packaging aesthetic and there is no huge wow factor at any point — I also have no idea how this is improved for millennials but I have also given up hope in trying to understand what designing for millennials is anymore. Overall, I love raisins, so this is fine to me as long as the raisins are still in there.

Thanks to Jim Buhrman Jr. for the tip.

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