Wild Thingz is shaking up the sweets market with a brand that’s as vibrant and fun as the treats themselves. Forget the boring, beige packaging of other healthy snacks. Wild Thingz is here to prove that good for you can also be good to look at. Let’s explore more about their new brand identity and how it reflect their ethos?
A Vibrant Brand Identity
Previously known as Just Wholefoods, Wild Thingz has recently emerged as a frontrunner in the sweets market, thanks to the creative minds at How&How. Unveiled with a fresh new look, Wild Thingz is on a mission to craft a candy brand that parents can feel good about while kids will absolutely adore. The brand offers organic, plant-based sweets, free from artificial ingredients and significantly lower in sugar. Unlike conventional sweets, Wild Thingz contains half the typical sugar content. The branding behind Wild Thingz is as vibrant and captivating as the products themselves. Founder Fliss Newland, with her previous experience at Mondelez, insisted on breaking away from the conventional beige motifs often associated with healthier food options. This philosophy guided branding agency How&How in creating a unique and memorable identity.
Nature-Inspired Design
Drawing inspiration from the natural world, Wild Thingz has incorporated playful bug-shaped sweets into its product line. The branding extends beyond the sweets themselves, with a focus on creating a vibrant and engaging visual experience. At the heart of this identity is an illustrated Venus flytrap mascot, a captivating character that is sure to stand out on packaging and advertising displays. The rock-and-roll typeface and dark, brooding color palette starkly contrast the typical ‘heavenly white or hemp’ look of organic brands.
A Rebellious Spirit
The wordmark accompanying the mascot is a design masterpiece, combining thorny, vining lettering with a textural font that evokes the feeling of overgrown trees and furry monsters. This rebellious spirit is a core element of Wild Thingz’s branding, daring to challenge the conventional notions about healthier sweets.
A World of Playful Plant Anarchy
To elevate the brand further, How&How created immersive 3D worlds filled with overgrown jungles, rusty shopping carts, and abandoned buildings, which is an imaginative playground that kids will undoubtedly love. Design director Priyjah Paramasivam describes the brand as ‘a whole world of playful plant anarchy’. The collaboration between Wild Thingz and How and How has resulted in a truly unique and exciting brand identity. By pushing the boundaries of traditional branding conventions, Wild Thingz has created a brand that is both visually appealing and resonates with consumers seeking healthier, yet enjoyable, sweet treats.
The Big Picture
Wild Thingz distinguishes itself in the competitive sweets market by offering a unique blend of organic ingredients, vibrant branding, and a rebellious attitude. Its emphasis on both health and flavor positions Wild Thingz to attract consumers seeking healthier options without compromising on taste. With the introduction of Wild Thingz, parents can finally find relief in satisfying their children’s sweet cravings. This fresh brand serves as a testament to the idea that wholesome treats can be enjoyable, exciting, and tasty. Wild Thingz not only challenges the status quo but also heralds a new era of guilt-free indulgence that both kids and parents can feel good about.
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