The no added sugar kids’ treat that’s satisfyingly sweet.
Grumpy Bums is an exciting, first-to-market, baking-kit for kids, that’s without added sugar and wholesome. We developed the brand proposition of ‘Sweet victory’, summing up the brand benefits perfectly. We crafted a language of triumph. Upbeat and optimistic, energetic and colloquial and leaning into the language of victory, understanding and being on the side of the consumer.
Grumpy Bums
From our strategic verbal identity and narrative, we crafted a playful visual identity, illustrated Grumpy Bums brand mascots and designed product packaging and digital assets.
With the brand core values of wholesomeness, togetherness and no-stress mess we developed the packaging to be an engaging and fun experience by bringing families together through baking. Rather than using a traditional box we created an unfolding, unglued piece giving a twist to the unboxing experience by a staggered reveal of the product and showcasing the brand story.
The role of the naive illustrations of the muffins is key to the brand. Their simple execution, alludes to the easy, no-fuss nature of the product itself. More importantly, they give life and personality and have a broad appeal. They are campaignable assets that will drive brand awareness, deliver brand recognition as well as creating a lasting memorable experience.
/ Brand Strategy
/ Visual Identity
/ Brand Guidelines
/ Comms
/ Digital Content
/ Packaging Design
/ Cardboard Engineering
/ Illustration
/ Artwork
/3D Digital Renders
Awards won
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Using a naive, simple style we created a collection of delightful, hand-drawn in-house, illustrations to reflect the brands honest personality. Icons and simple messages capture the brands straight forward approach. The brands positive, bright and winning attitude is seen through the buoyant body language of the mascots. Grumpy Bums is a contemporary brand that captivates and charms in equal measure—sweeet!
Our master bakers.
We produced a photoshoot to tell the story of the brands values of togetherness and no-stress mess. An activity that’s easy, fun, convenient, foolproof and encourages kids to be kids.
Baking that’s child’s play.
Photos courtesy: Stephen Blake Photographic
“We were so lucky to work with Depot.
Angela has incredible talent in design and packaging, which is evident through the many awards she has won. The level of creativity and detail, she brought to the project was exceptional—she took our vision and brought it to life.”
Jo Leontiades, Co-Founder, Grumpy bums
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