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Redefining What

Organic Looks Like

Wholesome Sweeteners Logo Design Hughes BrandMix

Wholesome Sweeteners, the leading U.S. brand of Organic, Fair Trade and Non-GMO sugars and sweeteners faced a number of branding dilemmas, the most critical being their limited brand awareness. Ready to expand its target audience, Wholesome Sweeteners needed a strategic brand makeover to build the strength of the brand.


By aligning the brand mission with a distinctive, yet approachable positioning of joyful, happy and heartfelt moments, we built a colorful brand image that could strengthen brand equity and live across all 50+ SKUs. Research was completed with consumers across all U.S. regions, confirming the success of the rebranding to increase impact, brand recognition and purchase intention compared to the previous packaging.


Research & Insights


Brand Identity

Packaging Design

Photography & Illustrations

Production Management

Brand Guidelines

We recommended the brand change its name to Wholesome!, avoiding preconceived notions of artificial products. The new name and positioning were translated into a spirited and
distinctive brandmark. 
While maintaining the product variety colors for consumer shopability, we injected the color palette with fresh, contemporary colors and patterns, proving that organic design doesn’t have to be brown and burlap. The new colors invite trial by non-natural consumers.
A comprehensive brand guidelines was created to ensure consistent brand essence was maintained through digital media, advertising, trade communication and collateral.
Wholesome Sweeteners Brand Styleguide Hughes BrandMix

The Hughes team had the experience with core design application across diverse packaging elements. The team's balance of creativity and applicability was phenomenal.

Bobby Patton

VP Marketing, Wholesome 

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