Junk food without the junk
HONEST JUNK
Junk food tastes amazing. But it’s not made from amazing stuff. Honest Junk reimagined snacking with their health-ish popped chips, and it’s everything you love, minus the junk. Our challenge: launch the cpg food brand as your new go-to healthier alternative in the saturated chip aisle.
We partnered with the cpg food startup to clarify their brand strategy– healthy-ish junk food. We delivered a playful take on chip branding and packaging design that still feels a little junky. We developed a brand voice that brings a sense of humor to the snack aisle, and a bold bag design that inspires families to feel less guilty about snacking.
services
BRAND LAUNCH
BRAND VOICE
TAGLINE
BRAND IDENTITY
FOOD PACKAGING DESIGN
PHOTOGRAPHY
ART DIRECTION
SHOPIFY E-COMMERCE
WEBSITE DESIGN & DEVELOPMENT
SALES COLLATERAL
We designed a bold brand identity system that uses a vibrant color palette and custom hand-drawn wordmark that demands a second glance. The packaging design doesn’t sacrifice the color palettes of beloved traditional flavor chip flavors, enticing all snack enthusiasts to still give the healthier alternative a try.
Whimsical chip characters playfully balance on the word “JUNK,” and interact with hand lettering. The design strategy plays up the chips’ personality and levity on the packaging design which is a nod to the popped nature of the healthier and lighter ingredients. The new branding embodies a fun and carefree spirit, inviting consumers to enjoy snacking like never before. Our idea of popped art.
Snack Better
Honest Junk is perfect for fueling your active lifestyle or keeping kids happily snacking at home. Don’t worry it doesn’t taste healthy.
We delivered branded key messaging that talks to the whole family and art direction for photography that stills feels a lot more like a junk food brand than something you’d expect to be healthy.
CHIPPIE PHOTOGRAPHY BY ZACH GOLDEN
brand voice key messaging
You'll love our junk
Let's face it, if you're a chip enthusiast you may not be into popped chickpea chips, but now you have a delicious and slightly more responsible way to junk food when you want to feel a little better while you do it.
SUBSTRATE
FILM BAG
PAPERBOARD BOX
SECTOR
FOOD & BEVERAGE
PANTRY: SNACKS, CHIPS
CONSUMER PACKAGED GOODS
(CPG)
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