Nutiva Rebrand Inspired by the “Vibrant Energy of the Sun”

The new look is intended to connect consumers more strongly to the company's goal of bringing health to people and planet alike.

Image courtesy of Nutiva.

Richmond, CA—Nutiva has launched its new brand identity, looking to more strongly connect its customers with the brand’s purpose to revolutionize the way the world eats by offering foods that nurture people and planet, according to the press release.

The new logo is inspired by the vibrant energy of the sun, the company says, with an “expressive halo of colors nodding to the range of nourishing products in its portfolio which cohesively align with the current day mission and impact the brand is known for.” The new packaging features distinctive color bands with front panel callouts for certifications like USDA Organic, Fair Trade, and Non-GMO.

The new brand identity is intended to create visual impact on-shelf, while conveying the brand’s belief that a bright future is rooted in healthy food.

“We’ve always been passionate and committed to transforming the way the world eats with foods that nurture the body, the planet, and the communities that grow them,” said Steven Naccarato, CEO of Nutiva, in the press release. “This evolved branding communicates what makes Nutiva special—an unwavering commitment to bring consumers delicious products of the highest quality, while leaving the world better than we found it. Through extensive consumer research we validated that our new look is eye-catching and memorable, clear in its communication of benefits and preferred by retail customers, loyal consumers, and new shoppers to the brand.”

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The new packaging began to roll out in October, and will continue to hit shelves through the beginning of 2022.

The press release notes that Nutiva’s commitment to creating change doesn’t end with its products. A portion of every Nutiva product purchased goes towards driving change through farmer empowerment, climate action, and food education. Plus, Nutiva has recently supported relief operations in the Philippines; has partnered with farmers in Ethiopia to build a responsible, sustainable supply of organic avocado oil; and has reinvested over $5.5 million back into ecosystems to date.