The human eye can see over one million colors and color plays a critical role in everyday life. We know red lights mean stop and green lights mean go, while in battle a white flag means surrender. These are very simple ways to use colors to codify actions. However, as technology has advanced, the ways we use and produce color have evolved. For example, liquid crystal displays in smart phones, computers and TV screens are central to the communication and entertainment industries. Nature also heavily relies on color for a range of functions, including camouflage, biological ornaments, and warning Over millions of years, animals and plants have evolved complex molecules and structures that endow them with vibrant colors. Among the sources of natural coloration, structural color is prominent in insects, bird feathers, snake skin, plants, and other organisms, where the color arises from the interaction of light with nanoscale features rather than absorption from a pigment. Cellulose nanocrystals (CNCs) are a biorenewable resource that spontaneously organize into chiral nematic liquid crystals having a hierarchical structure that resembles the Bouligand structure of arthropod shells. The periodic, chiral nematic organization of CNC films leads them to diffract light, making them appear iridescent. Over the past two decades, there have been many advances to develop the photonic properties of CNCs for applications ranging from cosmetics to sensors. Here, the origin of color in CNCs, the control of photonic properties of CNC films, the development of new composite materials of CNCs that can yield flexible photonic structures, and the future challenges in this field are discussed. In particular, recent efforts to make flexible photonic materials using CNCs are highlighted.