With a strong desire to reposition themselves towards an older audience and stand out among other dried fruit, Funky Monkey Fruit Snacks embraced a complete rethinking and redesign of their existing brand. The Funky Monkey himself was retooled and put front and center, while an "etched" illustration style was developed to suggest authenticity and craft, with a touch of irony.

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Each flavor featured small detailed changes to the Funky Monkey's wardrobe, and bright tropical colors made it pop on shelf.