# Millennial-Targeted Snack Rebrands Sun-Maid Updates its Brand Imagery for Modernity & Simplicity By Grace Mahas | Published 2020-06-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sunmaid References: [adweek](https://www.adweek.com/brand-marketing/sun-maid-updated-its-iconic-logo-in-a-bid-to-appeal-to-todays-young-parents/) & [prnewswire](https://www.prnewswire.com/news-releases/sun-maid-embraces-simplicity-and-modernity-with-new-logo-and-package-design-301033420.html) In an effort to appeal to young parents, the iconic snack brand [Sun-Maid](https://www.trendhunter.com/trends/breakup-with-fruitcake) [revamped its logo](https://www.trendhunter.com/trends/reimagined-logo-desgin) 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](https://www.trendhunter.com/trends/betterforyou-snack)" 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 ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 73% | Activity: 73% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Millennial Parent Snack Brands:** With more young parents facing stay-at-home guidelines in the wake of COVID-19, snack brands can modernize and simplify their imagery to connect with this demographic. - **Nostalgic Branding:** Brands can leverage the allure of nostalgia to reimagine and simplify their logos for a modern aesthetic that resonates with consumers. - **Digital Engagement Strategies:** Brands can offer online recipes and activities to connect with consumers and provide value beyond just their products. ### Where This Applies - **Snack Industry:** Snack brands can embrace modernity and simplicity in their branding to connect with millennial parents and stay competitive in the market. - **Brand Strategy:** Brand strategy firms can work with snack companies to reimagine and simplify their logo design to emphasize authenticity and wholesome ingredients while leveraging the appeal of nostalgia. - **Online Engagement:** Brands can adopt digital engagement strategies to offer consumers more than just their products, fostering a deeper connection with their audience. ## Related on Trend Hunter - [Vibrant Organic Product Branding](https://www.trendhunter.com/trends/fruit-bliss.md) - [Nostalgic Classic Snacks](https://www.trendhunter.com/trends/classic-snacks.md) - [Gen Z-Targeted Fruit Snacks](https://www.trendhunter.com/trends/gushers-and-fruit-by-the-foot.md) - [Adult-Targeted Fruit Snacks](https://www.trendhunter.com/trends/sunmaid-farmstand-reserve.md) - [Healthy Snack Rebrands](https://www.trendhunter.com/trends/eat-real-snacks-1.md) - [Modernized Confectionery Branding](https://www.trendhunter.com/trends/marich-pancrafted-chocolates.md) - [Vibrant Better-For-You Snack Packaging](https://www.trendhunter.com/trends/betterforyou-snack-packaging.md) - [Rebranded Snack Packaging](https://www.trendhunter.com/trends/graze.md) - [Eye-Catching Fruit Cups](https://www.trendhunter.com/trends/dole-sunshine-company-packaging.md)