Blue Diamond Almonds’ redesigned packaging after two decades to make its snack products easier to recognize, understand and choose for omnichannel shoppers.
The move comes amid a wave of brand redesigns responding to an increasingly crowded grocery aisle, according to Eric Tinson, brand director at Blue Diamond Growers.
The redesign focused on distinguishing between different flavors and an overall streamlined look designed to increase visibility on shelves, while leaning on the brand’s almond heritage and expertise.
One of the most prominent changes was color. The brand focused on different colors to signal different flavors.
The previous design for Blue Diamond’s Smokehouse flavor features the signature diamond logo framing the brand name set against a cream background with white text in a red ribbon below the logo. Nutritional call outs are set to either side of the logo.
The updated design is set against a red background where the diamond is smaller and the flavor name is featured at the bottom in a white font with the product images framing the text. The packaging also features more prominently displayed nutritional callouts (6 grams of protein and good source of fiber).
“As we evaluated our packaging, we saw an opportunity to more clearly communicate what sets Blue Diamond apart – great taste, the highest-quality almonds and meaningful nutritional benefits,” he said.
The brand’s redesign is more about updating how it connects with consumers and less about a repositioning.
“This rebrand wasn’t about changing who we are. It was about modernizing how we show up on shelf and online, making it easier for consumers to recognize and choose Blue Diamond,” Tinson added.
Consumer research drives simplified design
Consumer insights played a crucial role in shaping Blue Diamond’s new look, explained Tinson. More than 7,000 shoppers were surveyed by the brand to better understand what they expect from packaging.
“We consistently heard that shoppers want packaging that is easy to navigate and quickly communicates what a product offers,” Tinson said.
Following the feedback, Blue Diamond went for a streamlined approach to “simplify the design, elevate key product benefits and create a clearer visual hierarchy” that resulted in packaging that is “easier to shop, easier to understand, and more effective at communicating the quality and nutrition consumers expect from Blue Diamond,” he said.
The updated look was a win for the brand, according to Tinson.
“The research validated the approach, with nearly nine in 10 category shoppers saying the updated packaging was easy to understand,” he added.
Highlighting nutrition is effective when paired with taste and quality
Blue Diamond’s on-pack messaging also pairs nutritional cues with flavor positioning – attributes that are increasingly important to snackers.
“We prioritized the benefits that matter most to today’s snack shoppers,” Tinson said, pointing to protein, fiber and other key nutrients.
The goal, he added, is “to create a package that makes it easier to recognize the nutritional value and quality of the product at a glance, while reinforcing the trust consumers place in Blue Diamond.”
Still, the brand is strategic not to focus on any single attribute.
“Protein continues to be important for many snack shoppers, and our packaging reflects that by making key nutritional information easier to find and understand,” he said. “At the same time, consumers don’t choose snacks based on a single attribute. They’re also looking for great taste, other nutritional benefits, and ingredients they can feel good about.”
That balance is shaping product development.
“Consumers today expect both flavor and nutrition,” Tinson said. “Our approach is to deliver bold, craveable flavors while staying true to the quality and nutritional benefits that have always defined Blue Diamond.”
Recent product launches, including Sour Cream & Onion Almonds and Dill Pickle Nut-Thins, reflect that strategy.
Leveraging legacy in a crowded field
As private label and national brands vie for consumer attention, Blue Diamond is leaning into its heritage and category knowledge. The brand’s redesign is intended to highlight its history and make those laurels easier to identify.
“Blue Diamond’s differentiation starts with our deep expertise in almonds,” Tinson said. “For more than a century, we’ve been focused on growing, sourcing and innovating around almonds, giving us a level of category knowledge that few brands can match.”
He continued: “That allows us to consistently deliver the quality, flavor innovation and variety consumers expect from us,” he added, noting that a “proven track record” continues to drive resonance with consumers.
Meeting demand for both familiarity and novelty
Despite Blue Diamond’s rich history in the snacking space, the brand aims to satisfy loyal and novelty-seeking consumers with ongoing flavor launches and new offerings, while bolstering its core products, according to Tinson.
“Consumers want the best of both worlds: trusted favorites they love and new flavors that keep the category exciting,” he said.
Packaging as a conversion tool
Ultimately, Blue Diamond’s rebrand reflects a shift in how packaging functions within evolving retail environments, particularly across omnichannel touchpoints.
“Packaging today has to grab the shopper’s attention, build brand awareness and quickly communicate value to help drive purchase decisions,” Tinson said.
He added, “Our rebrand reflects that reality, making it easier for consumers to understand what Blue Diamond offers and why it stands out, whether they’re shopping in-store or online.”
