MorningStar Farms Debuts New Retro Brand Identity

The plant-based food company is updating its product packaging with woodcut-style illustrations and a 1970s-inspired typeface.

Updated on Oct. 26, 2026 in Vegetarian

Screen-print poster illustration featuring a stylized wheat stalk and vegetable in a warm, textured, retro woodcut-inspired design. — MorningStar Farms has launched a brand-wide packaging refresh, adopting woodcut-style illustrations and a 1970s-inspired aesthetic to update its retail shelf presence. AI Illustration. Upload story photo >

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Do you trust a brand more because of its long history or its modern image?

MorningStar Farms has unveiled a comprehensive brand identity refresh across its entire product portfolio. The new look features woodcut-inspired illustrations and a retro typeface to better align with the brand's origins.

Why it matters

The design shift aims to create a more emotionally resonant shelf experience for shoppers. By leaning into its history, the company hopes to better connect with modern consumer aesthetic preferences.

The brand refresh, executed by Design Bridge and Partners, affects the entire product line sourced primarily from the U.S. and Canada. New product additions like Chik'n Breast and Wings accompany the updated aesthetic.

The players

MorningStar Farms

A subsidiary of Kellanova, this company produces a line of plant-based meat alternatives.

Design Bridge and Partners

This creative agency led the development of the new brand identity and packaging refresh.

Kellanova

This global food company serves as the parent organization for the MorningStar Farms brand.

The details

Parent company Kellanova authorized the move to update the brand for the current retail environment. The project highlights a return to visual elements rooted in the brand's start during the 1970s.

The MorningStar Farms brand was originally established in the 1970s.
The company officially announced the new brand identity on October 26, 2026.

Culture Shift

This move reflects the broader industry trend of heritage-focused branding where legacy companies leverage their founding decades to build emotional connections. By reviving vintage aesthetics, the company is positioning itself to stand out against newer market entrants.

Shoppers can expect to see updated packaging appearing on store shelves in the coming period. The transition to the new branding should not change the availability or ingredient composition of your favorite products.

The takeaway

Companies often update visual identities to maintain market relevance while reminding consumers of their established history. Look for these design changes on your next grocery trip to see if they influence your brand perception.