Another heritage brand is getting a modern refresh. Bob’s Red Mill has unveiled a redesign by Turner Duckworth that signals a bolder, more simplified presence poised to transform the grocery aisle.
Rooted in the idea of improving readability and quick recognition while shopping, the redesign pares down the front of pack into clearer, easier-to-read moments. The refreshed system emphasizes the brand name, introduces color-coded product categories, increases the scale of the logo (make the logo bigger!!!), and gives more prominent placement to Gluten Free and Organic seals—making products easier to identify at a glance. In focus groups, the company found the redesign reduced product search time by nearly half. In an environment where brands only have seconds to capture a consumer’s attention, the redesign underscores the growing importance of immediacy and shelf impact.
“Design is at its best when it simplifies the path to the things we love,” says Chris Garvey, Executive Creative Director, Turner Duckworth.
“Each design element brings people back to the mill, from the containing shape that wraps around each pack, to the custom font with variable characters that convey the warmth and character of hand-painted signage.”
Founded in 1978, Bob’s Red Mill remains proudly 100% employee-owned and grounded in the values that have defined the company since its founding. Something incredibly unique in this day and age. While the exterior may have changed, the heart of the brand has not—a continued celebration of founder Bob Moore’s belief in simple, high-quality food.
Overall, the redesign feels like a clear signal of the times: bold, simplified, oversized, and optimized for modern retail environments. At the same time, there is something undeniably charming about the previous identity. The quirky typography placements and retro-inspired aesthetic gave the brand a warmth and personality that stood apart from much of today’s packaging landscape. While the redesign is undeniably beautiful and contemporary, the older system carried a sense of nostalgia and individuality that made it feel uniquely its own.
