Kashi Unveils New Look

Kashi is launching a new brand identity that reflects its belief that food should not only taste good, but do good, company officials say. Created in partnership with Jones Knowles Ritchie, the new look is a commitment to visually telling the brand story of bringing people close to the food they love. Initial changes will be reflected across the company's logo and packaging portfolio.

"At Kashi, we are inspired by some of the world's most vibrant ingredients and love bringing them together to create tasty food that also delivers the best possible nutrition," says Jeff Johnson, surfing nutritionist and senior director of marketing and new ventures at Kashi. "The new packaging reinforces our belief that foods should be clean and purposeful—the two ideas simply go together."

With an entire portfolio of Non-GMO Project Verified products and ever-increasing organic offerings, Kashi sought to develop packaging to better reflect its progressive food values, highlight the stories behind the foods and also revisit some of the inspiration from its original packaging, company officials say. The new design features food front and center against a clean white canvas and accented with a contemporary design – with clean lines, vivid colors and straightforward typography.

"Kashi is changing the way it showcases its quality, starting with the consumer's first impression of the product on the shelves and the food itself," says Tosh Hall, creative director of Jones Knowles Ritchie, the branding agency behind the new packaging and identity. "Our new design reflects values of the Kashi Company. The visual identity system and packaging tell the story of the product's quality, its origins and the dedicated people behind the Kashi brand."