HumanCo came to us to help them build a fresh product from scratch. They had crafted a recipe for a better-for-you pizza bite, but they needed a brand, and a plan, to bring it to market.

Eating smart is smart. But smart gets boring. And with all the “better for you” food brands focused on being earnest — we decided to sew our seeds elsewhere. And get a little silly.

Starting with the concept of guilt-free indulgence, we leaned on the joys of freedom and nostalgia — naming and crafting a brand that embraces the dumber side of eating smart.