Blue Diamond Almonds Creates Bold New Look with First Rebrand in Over 20 Years

After rounds of research with more than 7,000 consumers, Blue Diamond worked with globally recognized design agency Turner Duckworth, to create a refreshed brand world that leans into crisp lines, bold colors and fonts, while also offering a clear nod to its heritage by maintaining the unmistakable Blue Diamond shape.

Since 1910, Blue Diamond has grown to be the almond's biggest champion amassing a co-op of more than 3,000 growers in California, and yet the brand look hasn't been touched since 2004. The new look will help Blue Diamond get the attention of modern shoppers and stand out in all assets across packaging, in-store signage, digital platforms, and more.

"We believe that Blue Diamond Almonds are the G.O.A.T. of snacks, and our Almond Breeze^® is the obvious choice in non-dairy beverages. Almonds allow you to show up and be mighty in your life, fueled by protein, fiber, and flavor. This refresh connects this almond identity to the brand identity, breathing color, energy, and excitement into the brand" said Maya Erwin, Vice President of Marketing and Innovation at Blue Diamond. "This is a refresh, not a revolution. That means we're staying true to our roots, keeping our identity that people know and trust, but with a bold edge that shows the way people enjoy our amazing products every day."

"A redesign like this is really about getting two things right," says Miles Marshall, ECD at Turner Duckworth. "First, the edit – chipping away at the elements until what's left are the features that can only be the brand – the truly unmistakable stuff. In this instance that edit gets us to the iconic blue diamond, which we have redesigned in a way that is both respectful and striking. If you contrast it to what went before, it has so much more confidence." Marshall adds, "The second thing to get right is narrative. That's where the creative work takes off. For Blue Diamond, it's the idea that the brand is a champion of the almond, the supernut, which is a powerful idea that shapes and supercharges everything: graphics, language, colors – every aspect of the brand's universe. We're incredibly proud of the work. We've had a great time with Maya and the team creating it, and we're excited to see it shows up in culture."

Some key features of the brand's refresh include:

• An evolved logo preserves the brand's distinctive diamond shape and color, ensuring continuity and recognition with fans. The qualities of the diamond run through design with crisp, clean-cut lettering, signature typeface, radiant detailing, and a clarity of composition that heightens the brand's memory.
  
  
• A new brand world that walks and talks like a champion: bold, vibrant colorways, heroic typesetting, and new language with an unwavering confidence all drive impact on shelf and across all media.
  
  
• A richer asset palette brings spectacle and excitement to the world's greatest snack, infusing it with an energetic radiance, uplifting art direction and limitless creative potential.

The rollout will begin with Snack Almond products and then be phased across product lines starting this fall – eventually including Nut-Thins^® and Almond Breeze^® products– with timing varying by category. For more information about Blue Diamond products visit www.bluediamond.com.

About Blue Diamond

Blue Diamond Growers, a farmer-owned cooperative representing approximately 3,000 of California's almond growers, is the world's leading almond marketer and processor. Established in 1910, it created the California almond industry and opened world markets for almonds. Blue Diamond is dedicated to delivering the benefits of almonds around the world and does so by providing high-quality almonds, almond ingredients, and branded products. Headquartered in Sacramento, the company employs more than 1,500 people throughout its processing plants, receiving stations and gift shops. To learn more about Blue Diamond Growers, visit www.BlueDiamond.com and follow the company on Facebook, Instagram, and LinkedIn.

Media Contact:
Sarah Lehman
[email protected]

SOURCE Blue Diamond Growers