Naughty Seeds
Creating a Brand Worthy of its Name.
STRATEGY BRAND IDENTITY BRAND DESIGN ILLUSTRATION COPYWRITING PACKAGE DESIGN
Look at the shelf.
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Granola has become boring.
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Certainly, there are a few stand-out brands. There are some favorite flavors. But, while there is an incredible number of choices, the choices all seem the same. Add to that, granola has started to feel more like a dessert and less like the healthy snack choice our parents forced upon us.
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Naughty Seeds was born from this realization. There was an opportunity to do something different. To be bold and irreverent. To be the brand of better granola.
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That differentiation began with employing five of the seven “Super Seeds” in the recipe. These seeds are deemed super for their high concentrations of nutrients including, protein, antioxidants, and Omega-3 + Omega-6 fatty acids.
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The name Naughty Seeds carries the perfect amount of tongue-planted-firmly-in-cheek. The logo is an expression of the seeds' healthy power and the desire for change in the category.
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If the seeds are so good, why are they Naughty?
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Seed characters were created to embody the attitude and fun of the brand. Creating an emphatic message that they were here to create upheaval and restore order on the granola aisle.
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While the strategy highlights the key differentiator of the seeds in the recipe, flavor communication needed to just as bold.
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A primary flavor visual, featured on front-of-pack, arrests the granola-lover with a bold expression of joy. A joy created by the Naughty Seeds’ mischievous efforts to make a more flavorful, more healthful snack.
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The result is a brand and packaging that strikes you with a bold attitude and a clear stance supported by rich texture, images, witty copy…
and a few surprises.
CREATIVE DIRECTOR: BRADY BONE
ART DIRECTOR: BRADY BONE
DESIGN: ANNA SCHECTERSON, BRADY BONE
ILLUSTRATION: ANNA SCHECTERSON, BRADY BONE
PRODUCTION: BRADY BONE
ACCOUNT MANAGEMENT: ERIKA RASILE, LINDSAY BEAN
AGENCY: TEAM CREATIF USA
