Brand Reinvented: How 3 Companies Gave Their Products a Fresh Start
By changing fonts, colors and designs, these very different companies all got a new chance at success.
Project #1: Become more mass-market.
Photograph by David Rinella
The launch:
Brothers Brian and Scott Rudolph created a protein-rich chickpea pasta and began selling it in 2014 under the name Banza. Their box was playful, frilly and leaned hard on its special ingredient -- shouting and showing an image of the beans. “In food, you need leverage in the marketplace before you can start pushing your brand to its final vision,” says Scott, and this branding landed Banza in many health-food aisles. Within a year, it was stocked at 1,700 outlets and was the top-selling pasta storewide at Fairway Market in New York City. Now it
