What the Puff?
The Challenge: Our corporate client approach us to help create a next-level, better-for-you snack that would stand out on the shelf. The task? Build a brand from scratch that exudes appeal, trust, and approachability, all while carving out a unique space in the crowded world of healthier snack options. On top of that, the client was passionate about showcasing the brand’s environmentally-friendly mission, adding another layer of depth to our creative journey.
The Solution: Starting with strategy, I first identified three key territories for the brand — the Ultimate Worker, Sustainable Snacker, and Wholesome Simplicity. After honing in on the Sustainable Snacker, I set to work crafting a logo and brandworld that would embody the essence of What the Puff — a brand rooted in a deep respect for farmers and the planet. It was all about bringing that eco-conscious mission to life through illustration and color.
What the Puff is that? Get ready for a taste explosion with our new plant-based, better-for-you snack that you’re gonna love. What the Puff is raising the bar on healthy snacks that taste good, too. So what is it that makes our puffs different? We’ve worked to find the best ingredients and baked them into a pea-licious snack that you can’t put down and you don’t need to. Vegan, Gluten Free and Free from the Top Eight Allergens, you can snack with confidence, knowing that you’re making a better choice for yourself and the planet.
When developing the digital landscape, we aimed to infuse a sense of playfulness into the brand's universe. By harnessing vibrant colors and showcasing the pack design as a central element, we ensured that both the illustrations and products stood out. To keep the website fresh and dynamic, we embedded UGC at its core, so new content continually refreshes the experience for visitors.
