With an outdated logo and overly bright packaging, Utz was in need of a new appearance. Rather than focusing on their history as a family company, the new appearance is based on their high quality, dedication to customer satisfaction, and environmentally friendly practices, which appeal to a different audience. A modernized brand identity was established with a more timely and clean logo, and a muted range of colors to better reflect the brand qualities while also appealing to the larger market.