Comparing Tru Nut’s before and after packaging imagery proves the brand is willing to move in a more contemporary direction. Designed by Freshmade, the updated packaging system is fresher and more modern, inclusive of more playful typography, a better hierarchy, and a more digestible and approachable design altogether.

As a challenger brand in the powdered peanut butter category, TruNut has built a solid reputation for offering the best tasting option on the market. But like most brands in the category, its positioning felt more functional and sporty. This presented a clear opportunity to create new relevance and gain market share by refreshing the brand to better communicate its distinct difference–taste.