Kashi's New, Simpler Packaging Highlights the Farmers Who Produce It

Stripped down design all about storytelling

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As more consumers gravitate toward organic and seek to know more about where their food comes from, Kashi is rolling out a new brand identity and package design that tells those stories and puts its food front and center.

The theme of the brand's new visual identity, which was designed by Jones Knowles Ritchie, is "Good clean food deserves good clean design." The streamlined packaging displays extra large versions of Kashi cereal flakes and shredded wheat and uses minimal text.

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