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Urban Legend Donut Box with multiple flavours
Top of a pink Urban Legend donut box on a yellow background with 3 Urban Legend Donuts design by Biles Hendry

Unbelievable
Truth.

When the former CEO of Graze Snacking came to us with his new venture 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

Brand Strategy | Codes & Equity analysis | NPD | Brand Messaging | Naming | Copywriting | Brand Identity | Packaging Design | POS | Signage | Exterior Branding | Interior Branding | Web Design | Photography | Artwork | Brand Guidelines

Unbelievable
Truth.

When the former CEO of Graze Snacking came to us with his new venture 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

Brand Strategy | Codes & Equity analysis | NPD | Brand Messaging | Naming | Copywriting | Brand Identity | Packaging Design | POS | Signage | Exterior Branding | Interior Branding | Web Design | Photography | Artwork | Brand Guidelines

Close up crop of a single Urban Legend donut box and some donuts placed neatly alongside design by Biles Hendry

BACKGROUND

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.

SOLUTION

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.

LIKE WHAT YOU SEE? BOOK A CALL WITH US NOW

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[email protected]+44 (0)20 8398 8779
Scott House, Suite 1 The Concourse, London, SE1 7LY
[email protected]
+44 (0)20 8398 8779
Scott House, Suite 1 The Concourse, London, SE1 7LY
© 2014- Biles Hendry
The Think Blot logo is a registered trademark of Biles Hendry
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