Food-and-beverage marketing-specialist quench has redesigned packaging for the venerable Sun-Maid raisins brand and Sun-Maid’s other fruit products. The newly designed packages exhibit changes that aim to appeal to millennial shoppers looking for healthy family snacks. Consumer feedback helped validate that a refresh was in order, but also indicated a fondness for the brand’s nostalgic design, so it was important to preserve that quality while making changes that allow the packaging to appear timeless. Maintaining the integrity of the iconic little red box was key. The agency gave Sun-Maid’s female mascot, Lorraine, a bit more space and depth on the packages and made the sun rays surrounding the illustration more prominent. The look quench created gives the brand a strong, unified identity and identifies each product’s details, such as the fruit type or whether it is organic or flavored, and provides the most important information in a bold, modern font. The updated packaging will continue to roll out nationally through 2020. Creative credits include Keith Seaman, Creative Director/Designer; Jay Deluits and Joe Barry, Designers; and Sam Renner, Copywriter.
