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Little Red Box Gets First Redesign in Decades

A brand refresh for Sun-Maid’s raisin and other whole-fruit products includes changes that aim to appeal to millennial shoppers looking for healthy snacks for their families.

Sun-Maid redesign
Sun-Maid Raisins 10-oz bag AFTER the redesign

Fresno, Calif.-based Sun-Maid Growers of California has been selling raisins and other whole fruits on the promise of natural, wholesome goodness since 1912.

In 2019, it introduced its first advertising in a decade, produced by food-and-beverage marketing specialist quench. The project prompted considerations to modernize Sun-Maid’s packaging, which had not changed since the 1970s.

Consumer feedback helped validate that a Sun-Maid redesign was in order and indicated fondness for the brand’s nostalgic design. Therefore, it was important to preserve that quality while making changes that allowed it to appear timeless.

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