Kudos to Bob’s Red Mill for a genuinely impressive rebrand
I see a lot of rebrands lately that either lean too far into sterile minimalism or try too hard to be "disruptive."
I think Bob’s Red Mill has absolutely nailed the new design (balancing heritage and modernization) as well as the announcement/rollout (thoughtful explanation walking through the new system). The redesign cleans up the visual architecture and improve shelf-legibility without sacrificing the "mom-and-pop" warmth that defines their brand equity.
From their announcement:
>Our new look honors our legacy while looking ahead: inspired by the original Red Mill, with handcrafted details, a bolder logo and clearer design that makes it easier to find your favorites across the store.
I think it's a case study in how to honor a legacy brand while making it feel relevant to a modern consumer.
You can see the full breakdown (including a full resolution version of this heavily compressed gif) here:https://www.bobsredmill.com/new-look-same-quality
10/10 for me. Curious what others think of it.