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

Sun-Maid products
Prior to this update, Sun-Maid's logo hadn't been altered since the 1970s. Sun-Maid

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.

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@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.