Founded on the principle of clean, simple nut products, Crazy Richard’s Peanut Butter Company is known for their all-natural peanut butter. However, their next product was a whole new category—peanut butter protein balls.
Shoppers told us they confused Crazy Richard’s current packaging with store-brand peanut butter. So we created three different concepts separate from the parent brand to test what design language resonated with shoppers. We labeled them internally as “sane,” “nuts,” and “crazy.”
The “Sane” design was too boring.
The “Crazy” design was too bizarre.
But the “Nuts” design was just right.It embodied Crazy Richard’s brand attributes in a way that spoke to the clean ingredients, while still being fun and celebratory.