I was asked by the fantastic team at Krusteaz to create a sub-brand that would responsibly, yet unexpectedly break the mold of their current brand and help reinvigorate buyers perception around their protein pancake offering.
Krusteaz knew they had a superior product, but in research found that the brand perception needed a shift. The Krustaez brand itself had equity, but the protein category had changed immensely in a short period of time. Below is "the work".
The typography, textures and illustration styles were inspired by the historically hardworking people in the region where Krusteaz itself was created. Ultimately creating a brand within a brand, drawing from the equity of my clients history made sense. I created brand graphical elements, story, packaging and marketing materials.