With the recent cultural shift of consumers choosing healthier, better-for-you products, MaraNatha felt their product’s packaging should reflect and honor the wholesome ingredients inside. Through the use of a new package design they wanted to increase household usage of nut butter while also maintaining their core MaraNatha consumers.
CBX set to create a compelling design story for MaraNatha to build intrigue about the product and drive consumer awareness. In addition to communicating MaraNatha's health benefits both visually and verbally, we wanted to highlight a modern and premium look to more effectively compete and stand out on shelf.
A key component to achieving a successful redesign was evolving the old sun logo into a modern, iconic, “breakthrough sun” that helps build brand equity and increases brand awareness. A bright, new color palette also helps MaraNatha to stand out on shelf as a brand block, a contrast from their previous “dusty natural” recessive beige color that had caused them to blend in. In addition, we were able to leverage a clear label, allowing the sun design and branding to pop while providing more visibility to the product inside. We also developed back panel copy that speaks about the process in making their butters: double-grinding California almonds in small batches to get the most creamy texture.