Back to Nature, a well-known plant-based snack brand, has launched a new logo and packaging designed by LOVE. Founded in California in the 1960s, Back to Nature was part of the natural foods movement long before it became popular. The updated look reflects the brand’s growth, bringing bold, energetic visuals that honor its history while connecting with today’s health-conscious snack lovers.
The new logo marks a big shift from the old one. The previous design had a handwritten, organic feel, soft lines, and earthy colors. Now, the logo focuses on bold, retro-inspired typography. “BACK TO” curves along the bottom, while “NATURE” arches above, forming a balanced, circular layout. A small leaf tucked into the letter “K” keeps the connection to the brand’s plant-based roots, while the sharp, clean lines give it a fresh, modern vibe.
The old palette of browns and greens, meant to highlight natural ingredients, has been replaced with bright oranges and rich yellows. These lively colors capture the energy of the California sun, tying back to the brand’s origins and its upbeat, feel-good personality. The bold shades help the products stand out on shelves, giving off a fresh, vibrant feel that sparks curiosity.
Typography has been reimagined to match this new direction. The casual, handwritten style is gone. In its place is a bold, structured font influenced by vintage signs from 1970s California. It combines nostalgia and modern flair, blending the brand’s past and present. Playful curves and flares add character without sacrificing readability, making it versatile across formats.
With its burlap texture and muted tones, the old look has given way to bold color blocks that shift by product: cookies, crackers, nuts, or granola. The update gives the packaging a lively, dynamic feel. Each flavor pops with its own color scheme, while clear product imagery showcases the ingredients and highlights quality and flavor.
One fun detail in the new design is the drop shadows and highlights in the logo and type. This adds depth and helps the text stand out against colorful backgrounds. The slight off-register effect adds a playful, vintage twist that fits the overall style.
Graphic stickers and icons are sprinkled across the packaging, adding a cheerful, approachable feel. These small design touches add flexibility for promotions and digital content, keeping Back to Nature’s visual identity consistent across platforms.
The slogan, “Tasty Snacks Since Way Back,” ties everything together. It nods to the brand’s long history of making delicious, natural snacks. Paired with the retro-modern visuals, the tagline captures Back to Nature’s journey, rooted in the past and refreshed for today.
The brand stands out in the busy natural-foods market with bright colors, retro-inspired type, and a clean, striking logo.