When the former CEO of Graze Snacking’s new business venture came and asked us to help build a new brand from the ground up – a brand with a mission to help offload the consumer burden of eating more healthily by offering solutions where there are none, we knew we had an exciting challenge ahead!
WHAT WE DID
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The new venture, Believe in Science found a genius way to to make donuts which are not only better for you, but taste better, than the full fat, full sugar competition. The brand needed to promise indulgence to remove any doubts that ‘better for you’ means less of a treat.
We developed a positioning around ‘unbelievability’, the name URBAN LEGEND and the strap-line TOO GOOD TO BE TRUE. Along with other design assets, the branding invites consumers to tease out the product story in a way that doesn’t detract from the fun by having upfront overbearing health messaging.