FORTO Coffee will debut newly redesigned labeling at the 2018 Natural Products Expo West tradeshow, taking place March 7-11 in Anaheim, Calif. The 2-ounce coffee shot’s coffee cup-shaped packaging will sport a new simpler, bolder look, the company says. “In the beginning, we called out one benefit, and over time, we started adding more and more,” says Neel Premkumar, FORTO founder. “This year, we took stock of the packaging and realized it’s really crowded, there’s just so much stuff on it. We thought ‘hey, you know what? Let’s get back to the roots of the product. What’s the primary benefit?’” The package redesign highlights the brand’s organic and natural energy positioning, while keeping the design cohesive with the brand’s previously established look.