Cascadian Farm, a staple organic brand with offerings including cereal, granola, bars and frozen fruits & vegetables, needed to reimaging their brand to bring more energy, personality and taste to the category.
The brand team made an intentional shift away from the literalism of the Cascadian Farm so prominently featured on their previous design to reflect the spirit of why the farm was established – to grow wholesome, organic, delicious food that feels uncomplicated and is enjoyable. The new packaging reflects a clean and sophisticated architecture that simplifies navigation at shelf. It also allows the artful, hand-stamped illustration, sun-lit food and brand personality to shine, conveying a sense of whimsy, joy and great taste. The original logo was also brought back, to retain a tie to the iconic Skagit Valley farm in Washington.
Intentionally breaking the conventional category cues comes with potential risks, but the sense of style, personality and taste continues to be supported with full roll out of the 100+ SKUs across cereal, bars and frozen foods.