Date
2023
Client
Annie's
Helping Annie's Find Their Way
Situation & Strat
Annie’s is known for purple, bunnies and big hearts. So when they came to us to refresh their snack set, we knew we had to get more out of each element to help the brand show up more confidently. We had to keep the kid cuteness, but also find the strength that made Annie’s such a powerful family favorite.
Work
Innovation
Brand Strategy
Naming
Packaging
Identity
Copywriting
Illustration
Photography/Art Direction
Storybuilding
Brand Activation
Experiential
Brand Guidelines
PURPLE POWER
We put Annie’s brand purple to work, using it as a beacon to boost findability on the shelf. We cleaned up the front of the pack to let the purple shine through, and straightened up the Annie’s mark to improve readability. We made the iconic bunny shapes larger to leap off the package. The result is an easy-to-shop, easy-to-find design system that doesn’t take a back seat to anybunny.
THE PROMISE TO PARENTS
Along the design path, we also saw an opportunity to simplify and clarify the Annie’s brand philosophy and promise to parents. Working closely with the brand team, we helped shape “The Annie’s Way” story, spelling out all the ways Annie’s is worth it, to both kids and parents. By understanding the power of iconic elements and incorporating them with confidence, we helped Annie’s take a more impactful place on the shelf, and take a bolder leap forward in the world. Even successful, charming brands need a little design love.
