Elevating a cheese snack with a cult following
Whisps was on a quest: they wanted to go from a niche cheese snack to a brand capable of participating in culture.
To help them get there, as part of the co:collective team, I refreshed their brand identity (utilizing their existing logo) that would help Whisps reach new audiences and catalyze their mission to bring substance to snacking. Our creative platform, “A serious snack,” spoke to the serious quality and nutritional benefits of Whisps snacks, while poking fun at the concept of a snack brand that takes itself a little too seriously.
Whisps
BRAND DESIGN
ART DIRECTION
ILLUSTRATION
UI DESIGN
Before
After
Our brand system combined serious elements with playful winks that let you in on the joke.
Typefaces that appear elevated at a glance, but upon closer inspection, contain slight imperfections (just like Whisps snacks themselves)
A suite of stickers to convey product benefits and add a sprinkle of personality
Photography that highlights every perfectly imperfect Whisp (yes, that is my hand!)
A color palette that would appeal to millennials and young families, and stand out in snack aisles filled with orange and red
Credits
co:collective
Steph Price, Head of Creative Strategy
James Pacitto, ACD, Art
Charlie Glassman, ACD, Copy
Cindy Niu, Senior Designer
