ClientLesser Evil
DisciplineBrandingPackaging
Brand Identity & Packaging – Lesser Evil is a Connecticut-based snack maker with a purpose to create delicious snacks but with less bad stuff and most importantly, more good stuff. They are one of the first to really focus on healthier, more sustainable snack options. After a recent change in ownership, the new management wanted to refresh the brand to better align with their new vision.
The Lesser Evil brand system was developed on the pack, which made it difficult to extract a master brand once more ongoing communication was necessary.
Therefore, we needed to redefine the visual brand to add the required structure, delineating the master brand from the product brands. The new identity was then extended across the product line creating a unique voice in each product pillar while allowing for unique characteristics by-product. The approach better reflected the company, their products, and appealed to new and savvier consumers.
You can see their product offering here, and if you’d like to see other food brand project by A&M check out Lindt Panettone.
It was a wild time, and we got wildly successful results.
Charles CoristinePresident and CEO, Lesser Evil Healthy Brand Co.
