Annie’s is on a mission to cultivate a healthier, happier world by spreading goodness through nourishing foods, honest words and conduct that is considerate and forever kind to the planet. We hope to give back through agricultural efforts made possible by our customers mindful purchases and our farmers intentional efforts.

Their current strategy focuses primarily on families with kids when their audience extends beyond that. The previous logo had issues with scale and often used “Annie’s” or “Annie’s Homegrown” which could be confusing. Their wide, vibrant color palette made it hard to distinguish their products from the rest on the store shelves.

The new brand identity and strategy would focus on
both their family audience and young adult audience. Their name would be consistently written as “Annie’s” and their logo would be simplified for scale. Colors would retain the brand’s signature purple and yellow tones but would slightly alter them to appeal to both their target audiences. Adding more white space and minimal designs will appear healthier and organic.