The B&G Foods team chose The Biondo Group to contemporize the iconic Back to Nature® brand visual image with a revolutionary package design system. The design language conveys the brand’s promise, "Simply Delicious, Simply Good”. The Back to Nature® story is all about simplicity - so the redesign called for a clean, minimalist approach, which is also most effective for online retail. The eye is pulled first to the fresh, updated logo (the leaf is maintained) and then to delicious-looking food photography, maximizing appetite appeal. Also, a "stamp of approval" was created to showcase the brand’s promise and organize the BFY attributes. With 4 product lines and over 50 flavor varieties, differentiation is achieved through clear, but more subtle color-coding, which delivers an effective Back to Nature® brand block at retail.