We’re so accustomed to organic and natural food brands whispering in shades of sage green, oat beige, and recycled kraft, so when something screams red from the cold-pressed juice shelf, I stop in my tracks.

Wild Oats helped define the natural foods movement in the 1990s before disappearing after an acquisition. It has now returned with a raging red identity from Sukle, seemingly channeling genuine anger at what has happened to the food system it once helped build. 

A small illustrated flower icon sits above the wordmark with the simplicity of a folk art stamp, a nod to the natural world that grounds the otherwise electric design in something rooted and real. What Sukle has built here is a packaging system that uses color boldly, turning regenerative organic certification into something that feels urgent and exciting rather than niche and earnest, which is exactly the energy the natural foods movement needs right now.

Wild Oats helped define the natural foods movement of the ’90s, championing accessible organic products before they were mainstream. After being acquired by a major competitor, the brand disappeared. 

When a major distributor purchased the IP, our challenge became to revive its legacy within a modern food system that had grown more industrialized, inequitable, and opaque. 

We reconnected with former Wild Oats employees, whose passion revealed a powerful truth: if the brand’s leaders were here today, they’d be furious about what has happened to the food system they fought to change. Inspired by that realization, we rebuilt Wild Oats as a modern food revolutionary, one that’s always been mad about food and is now stinkin’ MAD about food (and what’s happened to it). Values shared by our consumer. 

Its identity, voice, and product strategy channel that fire. Wild Oats returns, leading with regenerative organic products, a raging-red identity, and a mission to bring meaningful change to every aisle.

The packaging embodies the positioning with its screaming red and bold design. When competitors in the natural foods space are going green, tan, natural, and quiet, Wild Oats rages from the shelves. As the brand expands into different product categories, that red will become a beacon throughout the store for shoppers to choose regenerative organic products, the new standard in today’s natural foods movement. 

Chief Creative Officer: Mike Sukle
Creative Director: Melanie Simonich
Designers: Josh Jevons, Dain Williams, Evan Olea, Greg Jesse 
Illustrators: Josh Jevons, Dain Williams 
Copywriter: Melanie Simonich
Digital Artist: Matt Carpenter
Director of Brand Services: Natalie Ross 
Client: KeHe