ABOUT

Spitz sunflower seeds have been shellin’ and spittin’ since 1982. After 40-plus years, the sunny snack was due for a complete overhaul: new mascot, new typeface, new flavors, new personality, new perception.

As we increased seed size and added a new Spitz sleeve, we wanted to create a playful, irreverent visual identity worthy of the sunflower seed’s tasty tagline: "a burst of flavor in every Spitz." So in March 2024, we launched a modern redesign beaming with wit and an unapologetically bold attitude.

Our research showed consumers in the category rely on color to identify flavor. Since flavor is the No. 1 purchase driver for sunflower seeds, our redesigned packaging focused on strong color blocking, giving each of the 11-plus flavors a vibrant two-tone palette. Packaging for each unique flavor also received a descriptive centerpiece of text, like a badge branded into a baseball bat. .

The fun framework of this visual toolkit served as fertile ground for the new Spitz mascot, a sunglasses-wearing sunflower spittin’ a few seeds. As the irreverent embodiment of the new Spitz attitude, the new logo would be right at home on the baseball jersey of a minor leaguer stepping up to the plate.