Chosen Foods, a producer of 100 percent pure avocado oil and creator of avocado-inspired kitchen condiments, has created a new brand identity. In collaboration with Gestalt Brand Lab and Red Door Interactive, the three San Diego-based organizations spent more than two years zoning in on the new brand direction. With new packaging and a fresh brand ethos, the redesign is poised “to showcase the brand’s cross-border heritage and ignite a passionate community united in the celebration of pure avocado,” Chosen Foods says.
In 10 years, Chosen Foods has been able to garner a following of avocado fans all over the country. What started with its flagship 100 percent pure avocado oil has since evolved into infused cooking sprays, classic and spiced mayos, salad dressings and globally inspired 20-minute simmer sauces. With a diverse product portfolio and an equally diverse company history, the brand is now ready to highlight its evolution, through a hyper focused lens.
“Since 2011, we’ve gone down many interesting paths with our brand, and it’s been hard to identify one clear direction,” said Chosen Foods CEO Gabriel Perez Krieb. “This new evolution is essentially a culmination of the most important parts of our story and showcases a vibe that feels true to who we are in a way that we haven’t been capitalizing on. We are excited to continue providing consumers with simple ways to experience the culinary wonder that is avocados.”
“We wanted to be intentional with this new direction and celebrate the roots of Chosen Foods,” said Chad Farmer, executive creative director at Gestalt Brand Lab. “This new look is really a celebration of a geographic area that is so unique to Chosen Foods—the sand, the sun, the ocean, Baja—Mediterranean culture and lifestyle and of course, avocados. It all funnels into this authentic aesthetic that we’ve conceptualized for the new Chosen Foods.”
As one of the fastest growing health food companies in North America, Chosen Foods is constantly innovating in new categories and creating a platform for sustainable social change with avocados at the center of it all. This year the brand will launch its first-ever avocado-based product, spicy and classic guacamole, as well as a new tahini-forward, avocado oil-base Goddess Dressing line.
Chosen Foods works in collaboration with more than 1,000 farmers to grow more than 350 million avocados per year from the nutrient-rich volcanic soil of Central Mexico. All Chosen Foods products are non-GMO certified. Additionally, Chosen Foods builds collaborative partnerships with organizations that take a community-wide, sustainable approach to alleviating hunger.