Pacific Natural Foods Debuting Updated Look

Pacific Natural Foods is introducing refreshed packaging for its soup, broth and nondairy beverage lines this year. The new look will have greater impact on shelf, making the products easier to find and buy, according to the Tualatin, Ore.-based organic and natural food company.

Research revealed that consumers recognize and trust the Pacific brand, viewing it as an everyday pantry staple in their homes. While consumers identified with the package graphics, they pointed out ways to improve their overall appearance. The redesign thus features a modernized logo that retains the old logo’s most recognizable elements (oval shape, script and vibrant green hue), fresh product and ingredient imagery, a back panel that more effectively communicates the brand story and core values, and QR codes offering usage ideas and recipes when scanned with a smartphone. The changes will roll out across all of Pacific’s product categories to create a consistent brand presence anywhere in the store.

“On our old packaging, the colors, typography and logo treatment were inconsistent,” acknowledged Kevin Tisdale, Pacific’s director of marketing. “With the new brand imagery and color cues across all of our flavors, now you’ll see a stronger block of Pacific products on the shelf, making it easier for shoppers to find and buy their favorites. We expect the recipe ideas accessed by the QR codes to also contribute to a higher basket ring for retailers.”

The company last redesigned its logo nine years ago. New packaging for all product lines should hit shelves by mid-2012.