Wholly Rollies

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.

Wholly Rollies packaging on a glass coffee table

Crazy Richard’s knew they needed a partner to help them make a big splash with their peanut butter ball brand and packaging. This product would be the first of its kind, so they needed to define the category like Kleenex did for tissues. All of this needed to happen before major peanut butter brands copied the product and defined it themselves.

3 concepts with post it notes attached around them

Crazy Richard’s protein balls would have a strong impact on the company’s future, so brand strategy sessions and focus groups were essential.

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.

Hand writing notes for strategy sessions

We had a design language, but we still needed a name.

The product’s main selling point was its whole ingredients. No additives, sugars, salts, or preservatives taint this healthy snack. They are a whole-ingredient, wholesome snack for the whole family.

“What about Wholly Balls?!”

Focus group moms deemed the name too “inappropriate” for their kids
 (even though it made us giggle).

“Maybe Whollies?” It’s fun, easy to say, and tested well with moms.

The trademark office said, “No.”

After ideation on hundreds of concepts, it hit us—we’ll call them “Wholly Rollies!”

The final packaging is a showstopper and caught competitors off-guard.

The product immediately caught the media’s attention at trade shows—earning spots in print publications and blogs before hitting shelves. Retailers couldn’t wait to get their hands on them, and their competitors immediately tried to copy them. The completed packaging highlights the clean ingredients and has been well received by parents and kids.

Wholly Rollies final packaging design

Now all Crazy Richard’s had to do was show-off Wholly Rollies.

To put the finishing touches on Wholly Rollies, we crafted content and photography for marketing and sales materials. The final result was a completed package design and launch materials to set Crazy Richard’s up for success—showing the world their newest creation.

Wholly Rollies lifestyle photo
Wholly Rollies sales sheet
Wholly Rollies shippers
Wholly Rollies lifestyle photo

We have loved working with the team at ZoCo because they are bursting with creative ideas and innovative solutions, yet are extremely well-organized and professional. They listen attentively to ensure that every one of our needs are addressed. My favorite thing is how upfront they are, laying out the entire design process and breaking it down into easy-to-understand terms with specific timelines, measurable deliverables, and honest and fair pricing.

Kimmi Wernli, President & Owner of Crazy Richard’s

Wholly Rollies have the attention of the industry and are rolling into stores around the country.

What we delivered to Crazy Richard’s:

Brand Strategy Workshop

Ideation & Strategy Workshops

Brand Identity System




Brand Collateral