Renewed Energy To A Legacy Brand
Blue Diamond Almonds, a recognized name in nut-based snacks, has undergone a brand refresh. Created in partnership with Turner Duckworth, the updated identity is intended to bring renewed energy and clarity to the legacy brand — positioning almonds as the ultimate superfood for today’s health-conscious consumers. A revamped logo retains the brand’s iconic blue diamond shape while modernizing its execution with crisper lines and custom typography.
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“A redesign like this is really about getting two things right,” says Miles Marshall, Executive Creative Director at Turner Duckworth. “First, the edit — chipping away at the elements until what’s left are the features that can only be the brand—the truly unmistakable stuff. In this instance, that edit gets us to the iconic blue diamond, which we’ve redesigned in a way that is both respectful and striking.” Adds Marshall: “The second thing to get right is narrative. That’s where the creative work takes off. For Blue Diamond, it’s the idea that the brand is a champion of the almond — the supernut — which is a powerful idea that shapes and supercharges everything: graphics, language, colors — every aspect of the brand’s universe.”
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The updated visual identity repositions Blue Diamond as a modern wellness brand. Key updates include: (1) Evolved Logo: Maintains the brand’s legacy diamond shape but reimagined with clean-cut lettering, a signature typeface, and refined color treatments to increase shelf visibility and digital legibility (2) Champion Persona: A new brand narrative centers on Blue Diamond as a “champion of the almond” — a framing that informs everything from tone of voice to visual storytelling. (3) Vibrant Brand World: The identity is supported by a rich, energetic palette, heroic typesetting, and uplifting art direction that amplifies the product’s presence both on packaging and across all media touchpoints. (4) Versatile Assets: From motion design to in-store signage, the new system offers a versatile asset toolkit that brings consistency and spectacle to every branded experience.
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