Happy Valley Farms

Dried fruit is naturally simple: fruit, dried to preserve its flavour and character. But in a crowded snack market, simplicity can easily become invisible.

Happy Valley Farms is a dried fruit snack brand created for the US market. JED Creative was commissioned to rebrand the business and develop a new packaging system that would give the products a stronger, more contemporary presence.

The new identity was designed to celebrate what makes the product appealing in the first place: the colour, texture and natural character of real fruit. Rather than overcomplicating the visual language, we created a clean and approachable system that lets the fruit take centre stage.

Photography and bold product cues make each variety immediately recognizable, while a consistent graphic structure brings the range together as one cohesive brand.

The system was developed across multiple products, including dried mango, pineapple, cantaloupe and coconut, creating enough flexibility for the range to continue expanding.

The result is a refreshed brand that brings simplicity, appetite appeal and a more contemporary personality to the dried fruit category, designed to stand out in the competitive US snack market.

Packaging of Happy Valley Farms dried mango snacks with a picture of a mango and mango slices on the front.

Package of dried pineapple slices from Happy Valley Farms, featuring a pineapple illustration and product information.

A package of dried cantaloupe from Happy Valley Farms against a pink background.

A resealable bag of Happy Valley Farms dried coconut chunks, featuring an image of a coconut half on the front. The packaging indicates it's a snack, with nutritional information and serving details, and weighs 4 ounces.