Farmhouse Culture, Watsonville, Calif., unveiled a new brand identity that represents the clean ingredients, freshness and flavor of its Kraut, Gut Shot probiotic drinks and Kraut Krisps kraut-based snacks. Farmhouse Culture’s new look will be reflected in a redesigned logo, product packaging and website.

The vibrant colors, airy white space and clean design of the new brand identity are intended to convey the premium quality of Farmhouse Culture’s fresh, fully organic offerings. The new logo prominently displays the “Always Organic” tagline. And, the company’s signature pouch package design now includes a window pane for added assurance of freshness and quality.

“Our new branding is the best possible visual representation of the delicious, premium quality products we offer,” says Scott Lerner, chief executive officer. “While the design is new, our customers can expect the same high-quality ingredients, delicious flavors and naturally-occurring fermentation they love. Our hope is that the fresh face of our brand will appeal to more customers and motivate them to give us a try. We are proud to remain true to our founder’s old-world fermentation techniques to create the most authentic fermented foods available today, while also evolving the brand for continued growth.”

The new packaging hits shelves in July.