Media Design had 2 projects this quarter, but both were large. The second project was to choose a product from the grocery and rebrand it. My idea was to pick a badly branded package so that no matter what I did, it would have to be an improvement.

Voila! Enter Annie’s Homegrown. From a design perspective, this package has more things wrong with it than I can list out here, including multiple renditions of their very complex logo, too many typefaces, and way too many messages coming at the buyer – from all sides of the box.

Upon researching their brand, I began to fall in love with the company and the concepts they were attempting to communicate. Concepts that were getting lost in the myriad of messages jumbled on the box. I decided to focus on two:

1. Bernie the bunny (their mascot and current logo, as well as the shape of their graham cookies.)
2. Their push for organics, recycling, and green.

Our first step was to re-create the logo. I chose to stick with the bunny, update his look, simplify the overall logo, and make him kid-friendly.

Current logo pulled from website

My logo / wordmark went through many iterations before coming to rest with the following look and color scheme. With this logo, I think there are opportunities to change his colors depending upon the product. I went with this choice to complement the simplified color palette I was planning to use on the packaging.

Click for final package rebrand.