Once Upon a Farm is a leading children’s nutrition brand driving industry change through their commitment of clean, nutritious, fresh, and delicious products. Our portfolio of organic, cold-pressed, refrigerated fruit and veggie blends and smoothies along with a robust innovation pipeline is responsible for pioneering a fresh snacking category parents are looking for.
As a leader in the kid nutrition space, Once Upon a Farm had spent years focusing all of their efforts on winning with a very specific set of new parents. With new consumer insights, a deep dive on positioning and a push to radically transform its visual identity – Once Upon a Farm unveiled an entire brand refresh in March 2021 that inspires families to actively make nutritious snack choices while still reflecting their mission in making delicious snacks accessible to kids of all ages so that they have a better start for a happier and healthier tomorrow.
Their brand evolution started with their product packaging – a playful and kid-driven redesign that still underscored what parents are looking for – organic, no added sugar, real ingredients. The modern, vibrant and inclusive design features a wide variety of characters and fruit and veggie illustrations that bring on the smiles. The packaging design highlights Once Upon a Farm’s key differentiators for consumers, specifically its USDA certified organic and Non-GMO Project verified ingredients, no sugar added feature, and cold-pressure protection promise that locks in the nutrients, taste and texture of ingredients used in each recipe. The new packaging also features their new tagline, “A Better Story Starts Here,” which speaks to the positive aspects of loving nutritious food from an early age and their company mission as a Public Benefit Corporation. The brand has created a more enjoyable snack time that everyone can feel good about, especially kids who become involved in the purchase decision-making process at an early stage.
The idea behind the brand evolution was to speak to both the purchasers (parents, caregivers) and engage with the end users (babies, toddlers, and kids) through our playful characters and vibrant illustrations, making eating healthy snacks both delicious and fun. Doing this we truly become a parent’s ally, while helping to create a preference for fresh and a life of healthy eating. The packaging is extendable across the entire brand identity, including out-of-home and all digital brand extensions (website, social media, etc.). The team created a fresh and modern brand identity that amplifies the brand’s presence and personality in the kids and baby category. Contemporary illustrations of the fresh ingredients and fun farm characters replaced the brand’s previous style to highlight updates. They then extended the brand identity further to a new website that optimized our DTC ecommerce experience allowing consumers to custom build each snack box with their favorite snacks each month, as well as a brand video to highlight Once Upon a Farm’s point of difference for consumers.
