Bob's Red Mill's New Packaging: Making Products Easier to Find

Bob's Red Mill, the whole-grain food brand, has launched a redesign aimed at making its products easier to find on the shelf. It's a useful example of a long-established brand refreshing what it looks like without changing what it stands for.

What was announced

According to Packaging Digest, the redesign launched in September 2026, with bolder branding intended to make packs easier to shop, and a tribute to founder Bob Moore. The brand's creative director said that after nearly 50 years, the company saw an opportunity to increase the visibility of the brand and make its products easier to find. The coverage also links the redesign to the brand's "Moregetherness" platform.

Why this kind of refresh matters

Findability is a design problem. A shopper looking for a specific product has seconds. If your pack isn't clear, you lose the sale to a competitor who's easier to read.

Heritage can be kept. A tribute to the founder keeps the story. The refresh changes how clearly the brand shows up, not what it is.

Timing can be a trigger. A near-half-century mark gives a natural reason to revisit the look.

Lessons for other brands

1. Test findability. Put your pack next to competitors and see how quickly someone can pick out the right product. Our five-second approach works for packs too.
2. Make the brand bigger, not busier. Bolder doesn't mean more elements.
3. Keep what people trust. Founder, story and mission can stay while the design improves.
4. Design for online as well. A pack that works on a shelf should also work as a small thumbnail on a website.
5. Check variants. Each product should be distinguishable within the range.

Our guides on food and drink packaging design and packaging design briefs go into more detail.

When to refresh

A refresh makes sense when your products are hard to find, your design looks dated next to competitors, or the range has grown without a system. It doesn't need a new name or a new strategy. Read rebranding ideas to see where a refresh sits on the scale.

If you'd like to talk about your own packaging, book a consultation or see our packaging design work.