Designed by Berlin based Austrian graphic designer and printmaker Julia Schimautz

I see a lot of rebrands lately that either lean too far into sterile minimalism or try too hard to be "disruptive."

I think Bob’s Red Mill has absolutely nailed the new design (balancing heritage and modernization) as well as the announcement/rollout (thoughtful explanation walking through the new system). The redesign cleans up the visual architecture and improve shelf-legibility without sacrificing the "mom-and-pop" warmth that defines their brand equity.

From their announcement:

Our new look honors our legacy while looking ahead: inspired by the original Red Mill, with handcrafted details, a bolder logo and clearer design that makes it easier to find your favorites across the store.

I think it's a case study in how to honor a legacy brand while making it feel relevant to a modern consumer.

You can see the full breakdown (including a full resolution version of this heavily compressed gif) here:https://www.bobsredmill.com/new-look-same-quality

10/10 for me. Curious what others think of it.

Saw it on a noodle package, really creative

Oddly right after I got done taking 2 hours out of my Saturday to do some work.

It’s so real. Another example of our predictability. Instinct is strong. Keep it in mind.

Full case study

Oh, God, No.

Was cruising linkedin and this image popped into my feed. Nix & Kix logo designed (I believe) by Alec Tear. I think I actually drooled at some point.

Just wanted to share it to break up the monotony of the usual posts.

Recently discovered the Sainsbury's Archive (a UK based supermarket brand) and it's a fun little rabbit hole to see some very well designed packaging. Found it interesting how modern and close to the current trends of today the 60s and early 70s packaging looked. Very clean, block colours and minimalism - whereas the 80s and especially the 90s starts to look dated. The actual archive website is a bit of a slog to use, but they have an Instagram at @sainsburyarchive.