A fast-approaching 40th birthday is a time when many people undergo a bit of self-examination, consult with those who love them and decide to make a few changes to set themselves up for success in the decades still to come. The brand team at Barbara’s Bakery, Petaluma, CA, a natural foods pioneer since 1971, took that same approach, and the result is a natural makeover designed to shout “Check us out!” to today’s shoppers searching for healthy and delicious cereals and snacks.

“We know that more shoppers than ever are educated and eager to find healthy options, but we also know the choices can be overwhelming,” says Kent Spalding, Barbara’s vp of marketing. “Even our loyal customers were telling us it could be challenging to find our products. Through bold, simplified and consistent packaging against our entire product line, a new Web presence and a new marketing campaign, we want to make it easy for people to find us so they can say yes to the good stuff.”

Barbara’s teamed with Macchiatto, a design firm located in San Francisco, to develop the rebranding design. Barbara’s nearly 40-year heritage was at the root of the redesign. “One of Barbara’s desires with the new design was to find a way to show a sense of place with the main logo,” says Michelle Regenbogen, owner of Macchiatto.

The newest addition to the Barbara’s cereal family is Barbara’s high-fiber line—Original, Cranberry and Flax & Granola—but all 55 packages in the line have brand new elements. The new packaging also uses sustainable Green Choice® cartons from Strathcona Paper LP, Napanee, Ontario. Every carton’s bottom flap features a chart showing energy conserved and offset for zero greenhouse emissions. The recyclable packaging will arrive at grocery stores in June.

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