In an effort to appeal to young parents, the iconic snack brand Sun-Maid revamped its logo to embrace "modernity and simplicity." The new logo debuted with a national campaign and, like many brands attempting to reach consumers at-home amid COVID-19, Sun-Maid is also offering both recipes and activities online to help families combat homebound boredom.
The brand wanted to underscore its "authenticity, portability, wholesome ingredients" and local farmers-supporting business structure. To accomplish this, the updated logo to leverage the allure of nostalgia with the addition of the slogan 'Timeless & Trusted' while also highlighting the product's whole fruit composition. Douglas Sellers, executive creative director at global brand strategy firm Siegel+Gale, noted “The red box and yellow sun are the main semiotics here. The new simplified design pops, making the Sun-Maid logo more heroic, which amplifies the heritage in a much more simplified and modern aesthetic.”
Image Credit: Sun-Maid