Carlsbad, CA—Mamma Chia has partnered with Gestalt Brand Lab for a rebrand, refreshing the Mamma Chia ‘Goddess’ icon, updating the company color palette, and developing all-new packaging for all products, according to a press release.

All Mamma Chia offerings are now aligned under a master design aesthetic, created to reflect the company’s dedication to celebrating inclusivity, diversity, and body positivity, the press release states.

The updated packaging will begin hitting store shelves in February, and will roll out throughout the first half of 2022.

"For years, Mamma Chia has been one of the best functional products on the market with real benefits, but their branding and packaging wasn’t living up to the purposeful and intentional heartbeat of the company,” said Gestalt Brand Lab Managing Director Brian Munce in the press release. "Our new branding helps showcase their products to a much broader audience. But more importantly, it captures Mamma Chia's mission to celebrate a world of inclusivity, diversity, body positivity, empowerment and joy.”

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Gestalt Creative Director Chad Farmer added: "We took the approach of 'less is more' with this project and as a result the Mamma Chia product truly stands out from all others on the market with Goddesses that are empowering and uplifting.”

The rebrand focused heavily on simplifying the packaging, concentrating on a few key messages and an eye-catching look, one that is catching on, according to Mamma Chia President Sam Blankenship: "We have had wonderful feedback from our retail partners regarding the bold new look. It’s been humbling to hear such praise and a common belief is that every shopper can see themselves reflected by our diverse lineup of Goddesses.”

This is the company’s first rebrand since it launched in 2009.

"For more than ten years, Mamma Chia has been on an incredible journey to nourish and uplift the souls of our communities,” shares Janie Hoffman, Founder and CEO, Mamma Chia. “We’ve embraced the need for branding that is more inclusive and empowering, and Gestalt was the perfect partner to help bring our vision to life. In terms of aesthetic, this is a dramatic shift for our brand, but it’s a shift that better reflects our core values. We believe there’s a place for everyone at the Mamma Chia table and this rebrand has us feeling energized and revitalized for the journey ahead. Through this comprehensive rebrand and updated packaging approach, we know consumers will continue to be drawn to the Mamma Chia message and find the right products to match their lifestyle and needs for 2022 and beyond.”