Consumers were having difficulty reading and pronouncing Maranatha, and N’Spired Foods was struggling with the idea of renaming the brand at the risk of losing twenty years of brand equity. Our solution was to redesign the logo to emphasize the correct pronunciation. N’Spired also wanted to reconnect the product to its authentic roots so we created fun characters based on the founders’ original packaging, along with a whimsical brand voice and quirky slogans like “A Whole Nutter Way To Eat” and “The Proof is on the Roof of Your Mouth.” Finally, the line of more than twenty-five SKUs was in desperate need of an organizational system. We used typography and strategic color-keying to make sense of all the choices, and established a clear front panel hierarchy. MaraNatha sold to Hain Celestial in 2008.

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