This new start-up wanted to make a mark in the nascent grain-free food sector, capture the ever-growing gluten free market and appeal to anybody who wanted good snacks with real ingredients.​

Insight

With a name like B.A.D. (Better and Delicious), we saw the opportunity to distinguish between a bad snack and a B.A.D. snack.​

Solution

We created a new language and visual identity hinged on the brand name. From bad (good) tattoos adorning the packaging to SKU names that played on the personality, we created a brand ID that delivered an inherent level of food education.​