HumanCo came to us to help them build a fresh product from scratch. They had crafted a recipe for a better-for-you pizza bite, but they needed a brand, and a plan, to bring it to market.
Eating smart is smart. But smart gets boring. And with all the “better for you” food brands focused on being earnest — we decided to sew our seeds elsewhere. And get a little silly.
Starting with the concept of guilt-free indulgence, we leaned on the joys of freedom and nostalgia — naming and crafting a brand that embraces the dumber side of eating smart.
A bold, irreverent tone, bright color palette and unique cast of characters brought some much-need fun and nostalgia to the health food space.
“Breaks with most common consumer product conventions.”
Armin Vit, Brand New
We found a unique way to make attributes fun, making it known that these pizza-bites were good enough to hold their weight against health foods.