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At Annie’s, we keep it natural. Our mission is to keep our homegrown and organic guarantees the real deal. We keep it simple with our organic line paying close attention to our farmers, farming methods, and our foot print in the earth. We’re just as picky about every other real ingredient we use to craft our food; we never use any artificial flavors or synthetic preservatives, and we say no to GMO inrgredients. We may have grown a lot over the past 20 years, but we’ve never lost sight of our mission: to cultivate a healthier and happier world by spreading goodness through nourishing foods, honest words and conduct that is considerate and forever kind to the planet.
About Annie’s Annie’s Homegrown is a Berkeley, California-based maker of natural and/or organic pastas, meals and snacks. Annie Withey (above) co-founded Annie’s Homegrown with Andrew Martin in 1989. Initially, the company only sold natural macaroni and cheese dinners, in New England supermarkets. Later, the company expanded, to include its current line of snacks, cereals, pasta, dressings, sauces, condiments, and other products. The brand is also now available in supermarkets across America and Canada. With Annie’s growing success, a rebrand was definitely in need.
The Rebranding Process With the approaching 25th anniversary of Annie’s next year, it was time for us to take a step in the rebranding process. We discovered a few areas where our brand was lacking, and we want Annie’s to continue it’s success, and with success comes a new identity. Based on research data and feedback from people across the U.S. we found three areas that needed imrpovement: our unity, style, and identity of Annie’s. And, although Bernie was our mascot, it was time for our brand name to take center stage, and represent everything we are in a new refreshing way. It was time for an Annie’s overhaul. (pictured – old logo and packaging)
Inspiration To get us started in the right path, we wanted to encompass and emphasize organic, simple, and that homestyle feel all in one look. Here were some of our inspirations to jumpstart this process. We also looked at bunny shapes and organic patterns.
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Logo Design Annie’s had to start somewhere since we were revamping our style. Here are some of the first illustrated logos before going to digital.
homegrown Final Logo
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Our final logo goal was to represent a homestyle, homegrown, organic look. We emphasized the organic side by keeping the shapes rounded and creating “Annie’s” in a handwritten curvy font. Two grain illustrations are added since we take pride in our organic ingredients. Lastly a bunny was added in to incorporate Bernie in a simplistic way that would not overpower the logo as before. The overall look of the logo gives a homestyle feel to help the customer and viewer see Annie’s in a new identity.
R: 119 G: 201 B: 181
R: 166 G: 151 B: 124
R: 0 G: 64 B: 91
C: 52 M: 0 Y: 36 K: 0
C: 36 M: 36 Y: 53 K: 3
C: 99 M: 71 Y: 42 K: 31
Colors To help our identity and brand become united, we chose three colors to present our identity throughout our logo, communication, and packaging. Our main goal was we didn’t want to use colors that felt artificial or fake. The colors chosen are also used to separate us from our competitors using fresh clean colors along with an earth tone color to emphasize our dedication to organic foods that will make you feel great, clean, and fresh, not dirty and greasy.
Hermeneus One
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Annie’s Typeface
Annie’s Homegrown www.annies.com
Home || Our Mission || About || Products || Contact Us
homegro
wn Welcome to Annie’s Homegrown! Here at Annie’s we keep it simple.
Business Letterhead We have a lot of customers out there who write to us, so we made sure to encompass our new identity into our letterhead and communication.
Click on the “Products” Link above to find out more about our commitment to organic and trusted products from our farm to your homes. Bye for now, Annie
Annie’s Homegrown www.annies.com
Home || Our Mission || About || Products || Contact Us
homegro
wn Welcome to Annie’s Homegrown! Here at Annie’s we keep it simple.
Click on the “Products” Link above to find out more about our commitment to organic and trusted products from our farm to your homes. Bye for now, Annie
Website With the new day and age, technology is even more prevalent than ever before in communication. We at Annie’s want to stay up to date to reach our customers through our website and mobile access whether you’re on the go or snacking on cheddar bunnies at home.
Ads From magazines to billboards, we wanted our new look to be seen everywhere and encompass our tagline of “we keep it natural.” We may have a different look, but we will always carry the Annie’s guarantee of natural, simple ingredients in each of our products.
Collateral Last but not least, our packaging was mismatched and overhwleming, and we wanted to bring it together. Our most popular products–the pasta, fruit snacks, and cheddar bunnies– received a new, simple look to attract our customer’s eye from the competitors and stayed true to our tagline.