For over a century, Blue Diamond has championed the supernut that is the almond. In orchards across California, farming families shake almonds from the trees and into the world, to become incredible snacks – for protein, for fibre, for goodness – for sheer limitless taste potential, nothing comes close. It’s a fantastic story, but not one that people could sense in the design. People saw the brand like they saw almonds: wholesome, ample, but lacking excitement.

Our redesign brings the charisma – inspired by the idea of the almond as a supernut, and Blue Diamond as the hero. At its centre, an iconic new badge – true to the brand’s roots, but now unmistakably a blue diamond.

Around it, a supercharged universe of color-as flavor and uplifting type, punctuated by heroic stars. It’s a look designed to span the full BD portfolio, from sensational flavor to force-for-good. A look – like all the best superheroes – that turns heads.