Biona Organic announces first major rebrand in over a decade

UK organic food and drink brand, Biona Organic, has unveiled its first major brand refresh in over ten years, which takes inspiration from nature. It aims to reflect the brand’s long-standing commitment to sustainability sourced food.

The new look includes the introduction of vibrant illustrations that aim to amplify nature, provenance and the sense of taste at of each product. The refreshed logo includes a new gold, textured look, seeking to reflect the premium quality of Biona.

The new packaging will be rolled out across their range of products, with a vision to highlight nature’s diversity and celebrate the abundance and versatility of organic produce and farming.

“Our new branding for Biona brings a fresh look and we’re confident it will stand out on shelves. It speaks to younger, eco-conscious shoppers whilst maintaining the loyalty of our existing customers and it reflects our core values of high quality, pure, organic food,” says Biona co-founder and sales director, Donata Berger.
Brand manager, Kelly Stalker, highlights the important role sustainability has played in the company’s rebrand project.

“Our range is already 95% recyclable, but we’re always seeking innovative ways to do better for our planet. We saw the rebrand as an opportunity to be more sustainable, making the switch from plastic to paper packaging for some of our best-selling ranges,” she says.

Biona’s new multi-pack tinned tomatoes, beans and coconut milk come in a recyclable cardboard sleeve, rather than plastic wrap.