UK-based organic food pioneer Biona has unveiled a brand-wide new look, its first major refresh in 10 years.
The rebrand leads with a reimagined Biona logo, now with a gold, textured finish designed to signal the brand’s premium positioning.
The new look includes the introduction of vibrant illustrations that aim to amplify nature, provenance and the sense of taste at of each product. New pack designs, along with some switches in packaging materials, emphasise Biona’s commitment to sustainability.
Biona co-founder and sales director, Donata Berger, comments: “Our new branding for Biona brings a fresh look and we’re confident it will stand out on shelves. It speaks to younger, eco-conscious shoppers whilst maintaining the loyalty of our existing customers and it reflects our core values of high quality, pure, organic food”.
“Our new branding for Biona brings a fresh look and we’re confident it will stand out on shelves. It speaks to younger, eco-conscious shoppers”
Brand manager, Kelly Stalker, explains the eco-inspired thinking behind the rebrand: “Our range is already 95% recyclable, but we’re always seeking innovative ways to do better for our planet. We saw the rebrand as an opportunity to be more sustainable, making the switch from plastic to paper packaging for some of our best-selling ranges.
“We’ve seen a really positive response to the new look. 85% of our customers prefer our new packaging to the old, with 98% giving it a 4- or 5-star rating.”
The new look will rolled out across Biona’s full range of over 350 organic food products, which are today stocked in 30 countries around the world.