Manchester-based creative agency LOVE has unveiled a colorful new identity for US snack brand Back to Nature. The rebrand, which also included a packaging portfolio redesign, builds on the Back to Nature’s unique heritage to blend modernity with the brand’s laid-back West Coast roots.

For over six decades, Back to Nature has been remaking classic snacks with honest-to-goodness ingredients, earning a cult following among families who prioritize tasty, junk-free options. LOVE was briefed to revitalize the brand to drive consumer awareness in an increasingly saturated market, informing a cohesive, insight-led strategy alongside sunny new creative, for a brand that felt “full of” instead of “free-from”.

The redesign features a refreshed logo inspired by the Californian sunrise, incorporating Back to Nature’s iconic leaf as a tribute to its pioneering role in the natural food movement, with typography tapping into vintage-style sign writing, reminiscent of old-school screen prints. A striking color palette and flavor-forward product photography bring the packaging to life, emphasizing taste and quality while connecting with today’s consumers.

The rebrand also debuted a new tagline, “Tasty Snacks Since Way Back,” paired with a confident, easy-going tone of voice that highlights the brand’s rich history while making it approachable and current. Targeting a new audience of “Snack Surfers” – real people browsing the aisles – the new identity captures a ‘modern retro’ look that channels the laid-back spirit of 1960s California, where Back to Nature was born–blending nostalgia with contemporary appeal.

The packaging overhaul spans over 30 product SKUs, including cookies, crackers, nuts, and granola, and uses a palette of vivid, punchy colors—individually chosen for their visual links to the West Coast—for an irresistible on-shelf presence. A whole suite of key brand assets was also crafted, including an array of bold stickers designed to ramp up brand personality.

“I’m so pleased to show this sunny new brand to the world! We set out with huge ambitions, and we’ve delivered. Not only have our packs got incredible on-shelf stand out, but our brand has such depth too. It’s been a long road, but I’m endlessly proud of the work that has been done, and I can’t thank LOVE enough for breathing some life back into our beloved brand”, says Jennifer Jorgensen, CEO of Back to Nature.

Andrea Furber, Head of Marketing at Back to Nature, adds, “It’s not every day you get to be part of such an incredible transformation. And this couldn’t have happened without the team at LOVE. The reception has already been incredible, and we’re so excited for what’s to come.”

Guided by consumer research, the rebrand bridges Back to Nature’s origins with its future, designed to engage loyal customers and attract new audiences. The updated identity is a reflection of the brand’s past and future, ensuring it cuts through the clutter and resonates with today’s snack lovers.

“At LOVE, our greatest strength is taking a brand and understanding its roots, figuring out what makes it authentic, and moving it forward. So, when Jennifer and team approached us with the opportunity to overhaul Back to Nature, we knew we could deliver. From Manchester to the US, this has been a mammoth effort that has enveloped all corners of the agency, and we’re immensely proud of the outcome”, says David Palmer, Executive Creative Director at LOVE.