Challenge

Born from a passion to create revolutionary, better-for-you food, this pioneering puffed snack startup had immense potential. However, the original name, "TuttiPuffs," didn't reflect the product's ambition or possess the necessary global appeal. Entering the bustling and saturated better-for-you snack category required more than just a great product; it demanded a truly distinctive brand identity that could capture attention, resonate universally, and stand apart from countless competitors.

Strategy

To cut through the crowded better-for-you snack category, our strategy centered on crafting a completely new, distinctive brand world, starting with a name change from "TuttiPuffs" to the more compelling "Super Natural." Driven by the product's authentic, natural goodness but infused with a rebellious, punk-rock personality, we developed a unique brand mission and voice. Deep dives into consumer insights, cultural trends, and the competitive landscape informed strategic pillars focused on achieving universal appeal through bold distinction. This laid the groundwork for a revitalized identity and packaging system designed to capture attention immediately.

Solution

The solution was a complete transformation, starting with the new brand name: Super Natural. We developed a rejuvenated logo and a dynamic, punk-rock-infused visual identity system designed to break category conventions. This distinct personality carried through a redefined verbal identity and visually striking packaging created to capture attention on crowded snack shelves. Supporting assets, including presentation decks and website elements, ensured the new Super Natural brand launched with a cohesive and compelling presence, ready to stand out.

Results

More than just a name change, the rebrand redefined the product's potential. The potent new brand identity and design system created significant momentum, playing a key role in securing necessary funding for launch. Super Natural is now positioned with a distinctive, evocative presence, ready to make a significant impact on retail shelves.