On May 18, Bob’s Red Mill (Milwaukie, OR) unveiled a brand redesign featuring a new logo and a full product packaging refresh. The new packaging draws on the brand’s iconic history with a new look that is “both modern and familiar for longtime fans.”
The new design features wrap-around storytelling, with an image of a mill inspired by the original Red Mill from 1978. The updated logo is “simpler, bolder and more recognizable.” The custom typeface called “Red Mill” is inspired by hand-painted signage found on farmsteads and old shop windows.
The front of each package includes a seal with founder Bob Moore at the center as a symbol of the care, quality and commitment that Moore passed on to all his employee owners. The updated color palette is inspired by real places and real ingredients and draws from the original Red Mill and the grains themselves, according to the company.
The rebrand aims to improve the shopping experience, the company stated. With more than 200 products, the new packaging creates a consistent and quickly recognizable shelf presence. Color-coded product categories, increased logo size and clearer placement of gluten free and organic seals will make Bob’s Red Mill products easier to identify.
“This is more than a new look—it’s our story, made easier to share. Back in 1978, Bob and Charlee Moore were ahead of their time as they fought the trend toward overly processed foods and convenience over nutrition. Today, our dedication to simple, high-quality food shows up on every package. We think our consumers will love our new look, knowing we are still, simply, unmistakably Bob’s Red Mill,” said Daniel Barba, vice president of marketing at Bob’s Red Mill.
“We wanted the design to feel warm, familiar and authentically Bob’s. We think our consumers will see this as a natural evolution rooted in our history. Plus, our updated design makes products easier to spot, inviting everyone to bring people together with simple, delicious homemade food,” added Margret Brown, creative director at Bob’s Red Mill.
For more information, visit www.bobsredmill.com.
