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

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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.

Sun-Maid, a farmers’ cooperative established in 1912 that’s known for its raisins and logo of a girl in a red bonnet, has all these attributes.



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