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For Sun-Maid’s packaging refresh, the current trusted brand identity was flipped to focus on a new market, targeting health conscious early Gen Z and Millennial women. The goal of the new packaging concept is to focus on the quality and organic aspect of the product itself. Sun-Maid’s logomark was reimagined to be simpler and more contemporary, while the color palette shifted to feel more natural. The packaging shifted away from cardboard towards an eco-friendly glass jar to allow for the product to be showcased more directly to the consumer.
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