Sun-Maid Updated Its Iconic Logo in a Bid to Appeal to Today’s Young Parents

Leaning on its heritage and nostalgia, the raisin brand hopes for big things in its second century

Any company looking to start a new food-based CPG brand aimed at today’s millennial shoppers would likely try to leverage the following attributes: authenticity, portability, wholesome ingredients and a business structure that supports local farmers. If it were possible to infuse the new brand with an aura of nostalgia, they’d probably do that, too.