JOIN US: Dieline Conference 2022 @ Advertising Week NY – Oct 20th


Snackzilla came to us with an exciting proposition: to own the low sugar snack space for 5-13 year olds. Their handmade oat cookies have 40% less sugar than the average sweet biscuit. They’re also dairy-free and have no artificial colours, flavours or preservatives. Our challenge was to create a brand that would attract and engage with their target audience, but that also reassures their parents by communicating these health claims. To stand out amongst competitors in the category where brand styles are often ‘cute’ or focused on nature, we used a contemporary, character-led illustration style paired with comic book design cues and a rebellious tone of voice. Clear health claims are also part of the overall aesthetic and brand communication. Snackzilla’s purpose is not only to be better for kids but to be better for the planet too, so we worked to ensure that the design was effective on the sustainable flow-wrap material – a fully recyclable and compostable fibre paper.