Featured image for Johnny’s Market's Packaging Captures The Indulgence Of Health Food

Johnny’s Market's Packaging Captures The Indulgence Of Health Food

by Chloe Gordon on 05/08/2023 | 2 Minute Read

Bunker3022 helped Johnny's Market differentiate its products through packaging that feels indulgent despite the products offering a healthier alternative. The upbeat packaging system is warm and lighthearted, while the sans serif structural typography captures the brand's prominence.


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Johnny’s Market is a family business. They started selling homemade granola and then amplified their portfolio to cereal bars. That was when they realized their identity didn’t reflect their brand personality and shoud look more professional and human. That´s when Bunker3022 appeared.

In a market full of competition Johnny’s had to differentiate itself, even though they are all organic, healthy, and tasty, the brand should have other values that bring the consumer closer. As consultants we proposed to create a brand personality authentic, sincere, and a little funny, giving a twist in it´s communication and a friendly tone of voice. We created a strong and sincere brand concept: “healthy indulgence for everyday life”. Johnny´s makes wellness an easier choice offering healthy, tasty, and accessible food, so that we can all take those first steps towards health that we find so hard to take. And take them with pleasure.

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For the packaging we created a strong and attractive design, using a wide and happy color palette; bold and crafty typefaces so as to gain visibility and warmth; combined with mono types a freehand ones that contributes with a human touch. All these gestures were made by hand, one by one, and are highlighted in the brand with red color. This same resource was used to create the signature of our friend Johnny’s, who is next to you when the time comes to choose at the supermarket isle, talking to you in a close and friendly way.

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