Back to Nature, a well-known brand for plant-based snacks 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 features bold, retro-inspired typography as the main focus. “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. Gone is the casual, handwritten style. 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 in the lettering add character without sacrificing readability, making it versatile across different formats.
With its burlap texture and muted tones, the old look has given way to bold color blocks that change depending on the product—cookies, crackers, nuts, or granola. The update gives the packaging a lively, dynamic feel. Each flavor pops with its unique color scheme, while clear product imagery showcases the ingredients, highlighting quality and flavor.
One fun detail in the new design is the use of drop shadows and highlights within the logo and type. This adds depth, making the text stand out against colorful backgrounds. The slight off-register effect gives it a playful, vintage twist that fits perfectly with the overall style.
Graphic stickers and icons are sprinkled across the packaging, adding a cheerful, approachable feel. These little design touches offer flexibility for promotions and digital content, ensuring Back to Nature’s visual identity stays consistent across all platforms.
The slogan, “Tasty Snacks Since Way Back,” ties everything together. It’s a nod 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, refreshed for today.
The brand stands out in the busy world of natural foods with bright colors, retro-inspired type, and a clean, striking logo.