Sunsweet needed to advance their dried fruit and juice lines to a more natural, whole-food position to capture a growing generation of healthy snacking consumers.
The new ethos, created by long-term branding and packaging partner McLean Design, is expressed as a bright, modern rendering of natural perfection, using sun beams over beautiful soft-focus photography to highlight the natural freshness and appetite appeal of these real fruit snacks and drinks.
Varietals are clearly called out as a graphic nod to old-school fruit crate art without falling into dated conventions, and key health communications are approachable but unobtrusive. Overcoming the artificial visuals common to the category catapults the new design ahead of the curve.
Sunsweet now appeals to a broader and more modern demographic, fitting seamlessly into healthy snacking lifestyles.