Bob's Red Mill has a plan to win grocery store shelves: a better logo

"Since then, it's grown into a grocery store staple with more than 200 products-and, along the way, its fascinating brand story has gotten lost amidst a sea of colorful, overwhelming packaging. To fix that, the company has spent three years on a full branding overhaul to bring all of its products back under one mill roof."

"As dozens of new Bob's Red Mill products were introduced over time, many were given their own packaging treatments, making product lines like cereal and beans look divorced from oats or breakfast items. And the company's core SKU-its five-pound flour bag-sported a design that, while quaint, looked more like a bottle of Dr. Bronner's soap than a baking ingredient. In totality, the designs were cluttered, difficult to read, and hard to see on grocery shelves."

""People weren't remembering our name," Brown says. "They might say that our name was Bob's Red Mill Road, or Barb's Red Mill, for example.""

"The new branding includes a more modern, legible logo; a streamlined color palette; a custom font family; and a new hero image of the mill itself, which has not previously featured on the brand's packaging."

Bob's Red Mill started in 1978 as a flour business run from a red mill by Bob and Charlee Moore, focused on bringing more whole grains into their family’s diet. The company grew into a grocery staple with more than 200 products, but its branding became fragmented as new items received separate packaging treatments. Product lines such as cereal and beans no longer clearly connected to oats and breakfast items. The core five-pound flour bag design looked outdated and cluttered, making it difficult to read on shelves. A three-year branding overhaul introduced a modern, legible logo, a streamlined color palette, a custom font family, and a new hero image of the mill to bring all products under one visual roof.

Read at Fast Company