SunButter’s refreshed packaging keeps its well-known sunflower icon front and center while sharpening its overall look. The new design introduces a richer brown base, highlighting the product’s nutty alternative appeal and a bolder, more legible typeface.

The sunflower graphic is refined for a more polished feel, and the update balances familiarity with a cleaner layout, emphasizing key nutritional benefits. Pulp+Wire’s redesign makes SunButter feel more confident on the shelf, reinforcing its role as a well-trusted, nut-free staple.

Pulp+Wire Founder and Chief Creative Director Taja Dockendorf and Ashton Bean, Pulp+Wire’s Director of Accounts, share more information behind the design below.