San Diego-based Chosen Foods, producer of 100% pure avocado oil and avocado oil-based condiments, has undergone a complete rebranding.

According to a press release, Chosen Foods, which makes cooking sprays, mayos, dressings and simmer sauces, teamed up with San Diego’s Gestalt Lab and Red Door Interactive to come up with the new brand direction. This includes new packaging and a new logo.

“Since 2011, we’ve gone down many interesting paths with our brand and it’s been hard to identify one clear direction,” said Gabriel Perez Krieb, Chosen Foods’ CEO. “This new evolution is essentially a culmination of the most important parts of our story and showcases a vibe that feels true to who we are in a way that we haven’t been capitalizing on.”

Later this year, Chosen Foods, founded in 2011, will launch its frozen diced avocados as well as spicy and classic guacamole and will expand its dressing line to include tahini-forward, avocado oil-based Goddess options.

Travel & Hospitality reporter Mariel Concepcion can be reached at mconcepcion@sdbj.com or 858-634-4625.