Ancient Provisions was a snack brand known for its allergen-free crackers branded around its unique, gluten-free main ingredient of green banana flour. Consumers loved their products, but the treat-maker still needed to capture the excitement around snacking that junk-fueled brands offered through their branding, packaging, and identity systems.

The allergen-free brand recently turned to the California-based creative agency and design studio TRUFFL to reimagine healthy snacking with an engaging, whimsical identity that didn’t feel like a compromise. The brand reinvented itself into Fair & Square.

Fair & Square’s updated branding and packaging are entrancing, thorough, and filled with the sweetest illustrated characters that wrap entirely around every box. “Emotion is central to our branding process, and the emotion we sought to convey was delight. Delight captures the instant gratification of tasting delicious snacks and the delayed gratification of feeling physically balanced and settled when consuming foods that promote gut health,” shared Raphael Farasat, CEO and creative director of TRUFFL.