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Aw Yeah

Building a new snack brand from scratch. We led brand strategy and creative direction for an indulgent healthy snack line. We hired the design agency, directed the work at every stage, and aligned stakeholders from C-suite to R&D.

Brand Strategy Packaging Design Product Development
Aw Yeah snack cookie packaging lineup showing Midnight Cookie and Tropical Cookie varieties

Brief

  • Create a new flagship retail snack brand
  • Develop brand strategy and positioning
  • Design shelf-ready packaging
  • Guide product development and innovation

Our Role

  • Brand strategy
  • Brand naming
  • Creative direction
  • Agency selection and management
  • Stakeholder and R&D alignment

Approach

  • Cross-functional C-suite collaboration
  • Trend mapping and market analysis
  • Health-forward innovation focus

That first-bite feeling

Our client had built success in private label and white label food manufacturing. The opportunity was to create a flagship retail brand that could house their unique, healthy, and indulgent snack offerings for years to come.

We led the project from strategy through execution. That meant collaborating with C-suite stakeholders and R&D teams, hiring and directing the design agency, and giving critical feedback at every stage of the creative process. Our direction shaped where the brand identity and packaging ended up.

The name "Aw Yeah" captures that perfect moment when you take the first bite of something and know it completely hits the spot. That indulgent break you've been craving.

Aw Yeah cookie packaging design variations showing bold typography and vibrant imagery

Design Approach

The packaging concept uses scale and a strong 3D effect to grab attention quickly. Bold typography and vivid imagery create immediate emotional impact on shelf.

Designed to jump off the shelf

In-store, there's little time to capture a consumer's gaze. The packaging had to quickly compel attention and evoke real emotion. We directed the design team toward a concept with a strong 3D effect, making use of scale to grab attention instantly.

The vivid appetite-inducing imagery and bold wordmark work together to attract immediate interest. Our feedback at each round pushed the design toward packaging that would be a standout presence in the crowded snack aisle.

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