Banza's Vibrant Orange and the Persuasive Power of Brand Color

As Americans continue to cook at home, sticking out on a grocery store shelf can make all the difference

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People familiar with Banza, a young company that makes pasta out of chickpeas, know it comes in a vibrant orange box. The specific color—172 C within the Pantone Matching System—is part of the brand’s identity.

It didn’t start like this.

When Banza debuted in the summer of 2014, its pasta came in a creamy white box with red-to-yellow gradient brushstrokes.

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