Blue Diamond Almonds is launching into the future with a new logo and brand persona that evokes energy and excitement, aiming to capture the attention of more consumers seeking healthier options in their diet.
This new visual identity features a refreshed logo, streamlined color palette and updated brand elements that highlight almonds as the champion superfood, according to a news release.
After rounds of research with more than 7,000 consumers, Blue Diamond worked with design agency Turner Duckworth, to create a refreshed brand world that leans into crisp lines, bold colors and fonts, while also offering a clear nod to its heritage by maintaining the unmistakable Blue Diamond shape.
Since 1910, Blue Diamond has grown to be the almond’s biggest champion amassing a co-op of more than 3,000 growers in California, and yet the brand’s look hasn’t been touched since 2004. The company says the new look will help Blue Diamond get the attention of modern shoppers and stand out in all assets across packaging, in-store signage, digital platforms and more.
“We believe that Blue Diamond Almonds are the G.O.A.T. of snacks, and our Almond Breeze is the obvious choice in non-dairy beverages. Almonds allow you to show up and be mighty in your life, fueled by protein, fiber and flavor. This refresh connects this almond identity to the brand identity, breathing color, energy and excitement into the brand,” says Maya Erwin, vice president of marketing and innovation for Blue Diamond. “This is a refresh, not a revolution. That means we’re staying true to our roots, keeping our identity that people know and trust, but with a bold edge that shows the way people enjoy our amazing products every day.”
“A redesign like this is really about getting two things right,” says Miles Marshall, executive creative director for 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 have redesigned in a way that is both respectful and striking. If you contrast it to what went before, it has so much more confidence.”
Marshall adds: “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 super nut, which is a powerful idea that shapes and supercharges everything: graphics, language, colors — every aspect of the brand’s universe. We’re incredibly proud of the work. We’ve had a great time with Maya and the team creating it, and we’re excited to see how it shows up in culture.”
The company lists some key features of the brand’s refresh:
- An evolved logo preserves the brand’s distinctive diamond shape and color, ensuring continuity and recognition with fans. The qualities of the diamond run through design with crisp, clean-cut lettering, signature typeface, radiant detailing and a clarity of composition that heightens the brand’s memory.
- A new brand world that walks and talks like a champion: bold, vibrant colorways, heroic typesetting and new language with an unwavering confidence all drive impact on-shelf and across all media.
- A richer asset palette brings spectacle and excitement to the world’s greatest snack, infusing it with an energetic radiance, uplifting art direction and limitless creative potential.
The rollout will begin with Snack Almond products and then be phased across product lines starting this fall — eventually including Nut-Thins and Almond Breeze products — with timing varying by category.
