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Orchard Valley Harvest Unveils Rebrand

January 26, 2023: 12:00 AM EST
John B. Sanfilippo & Son has partnered with design agency Straight Forward Design to relaunch its Orchard Valley Harvest brand. The brand of nuts, dried fruits and mixes has faced challenges in recent years due to increasing competition from own-label brands. The rebrand includes a purpose-led identity and packaging redesign to attract GenZs and Millennials. The rebrand aims to be more approachable, featuring bright colors and playful fonts. The new packaging also features the message “Let’s stop child hunger”, with a proportion of profits going to charities tackling food insecurity. The rebrand is launching on packaging, in-store and across digital and social channels, with a supporting above-the-line marketing campaign to come later this year. 
"Orchard Valley Harvest Unveils Purpose-Led Rebrand and Packaging Redesign", Flexible Packaging Magazine, January 26, 2023, © BNP Media
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