GRUMPY SQUIRREL
A Peanut Butter that can boast of being delicious, yet healthy!
This product required a brand story
that could reach out to every kind of consumer through the tale of a fun mascot creature - A Grumpy Squirrel.
PROJECT
INCLUDED
STRATEGY & POSITIONING
NAMING
BRAND IDENTITY
TONE OF VOICE
DIGITAL DESIGN
PACKAGING
2D ANIMATION
THE STORYLINE
The story of how a unique Peanut Butter was created by stealing high-oleic peanuts from a squirrel, became an integral part of the Brand Identity, Packaging, Tone of voice and the Digital Product Launch.
PEANUT THIEVES!
I will take my nuts
back!
THE MASCOT
The squirrel's frustration through the body language and the speech bubbles added a memorable, spunky flavour to the overall brand language and product packaging.
THE PACKAGING & PRINT
The overall tone of the packaging was kept minimal yet bold through use of 3 main palette colours - Black, White & Browns. Typography moves organically through the packaging and avoids following a structure - keeping in line with the fun brand approach.
PHOTOGRAPHY
The photography made use of props like a work-desk, kitchen table, peanut-butter toast and nuts strewn around the main butter jar. These scenarios highlighted the casual, everyday scenarios and the fun tone of the brand.
SOCIAL MEDIA
The social media campaign introduced the product as a peanut butter so delicious, that you are bound to feel guilty after spoonfuls of it! But the guilt will be the good kind, because of the healthy ingredients!
So the core idea was
Guilty is Good!
