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Expo West Gallery: Familiar Brands Adopt New Looks & Packaging

Carol Ortenberg

With only seconds to capture consumers’ eyes on shelf, a product’s packaging is vitally important. And even the most seasoned brand can sometimes need to revise packaging to attract new shoppers.

At this year’s Natural Products Expo West brands rolled out new packaging, logos and branding that emphasized product attributes such as better ingredients, taste and heritage. Here are a few of the new looks that the NOSH team spotted on the floor.

Brass Roots

Brass Roots

Pop Art Snacks

Pop Art Snacks

Kite Hill

Kite Hill

Culina

Culina

While the paper packaging on this plant-based yogurt remains, Culina has switched from plastic to using reusable terra-cotta clay pot containers.

Nona Lim

Nona Lim

Made By True

Made By True

Ithaca Craft Hummus

Ithaca Craft Hummus

Ithaca Cold Crafted is now changing its name to Ithaca Craft Hummus. The product signature square packaging will have a new look that emphasizes emphasizes flavor cues over a message of “freshness.”

Sir Kensington's

Sir Kensington's

Tucson Tamale

Tucson Tamale

Pavel's

Pavel's

This Bar Saves Lives

This Bar Saves Lives

Outer Aisle

Outer Aisle

Lily's

Lily's

Nature's Bakery

Nature's Bakery

Michel et Augustin

Michel et Augustin

French bakery brand Michel et Augustin’s redesigned packaging still features kooky, bold graphics, but adds newly redrawn, more prominently featured caricatures of its founders -- complete with blue hair.

The Coconut Collaborative

The Coconut Collaborative

As British brand The Coconut Collaborative expands into the U.S. market, the company has tweaked the packaging for its plant-based yogurts and desserts to highlight its array of high quality ingredients.

Three Jerks

Three Jerks

The premium grass-fed beef jerky brand has a new lower-priced line that scraps the craft paper packaging of its filet mignon jerky for a more traditional plastic film. Each SKU is clearly indicated by a color band across the top of the bag.

Bubba's Fine Foods

Bubba's Fine Foods

Paleo snack brand Bubba’s Fine Foods debuted a new look at Expo West that the company hopes will highlight its bold flavors. The packaging also features new product shots and close-ups of the brand’s signature ingredient, Saba bananas.

Biena Foods

Biena Foods

After launching a line of puffs, snack brand Biena Foods decided it needed to create an “extendable brand identity platform.” The new design keeps the signature colors but adds a sun to the center of each bag, along with a new font treatment.

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