Formerly known as Evoke Healthy Foods, partnered with HBX to relaunch their line of Muesli, a top 10 cereal choice in Europe made with whole grains, nuts, fruits and seeds. ​ To align with consumer's priorities of health, convenience and flavor and establish a dynamic trade selling story, HBX set out to refresh the brand identity with a new name, tagline, look & feel and communication hierarchy. What started as a small line of five flavor SKUs, ended up becoming three distinct product ranges that meet the need states of different consumer segments. A Sweet Bridge leveraged the palate of ..read more

Pipcorn was born in 2012, Brooklyn, NY with the help of a sister and brother duo and their significant others. The secret ingredient to their success? Their collective love of heirloom corn, the kernel that blossomed into a successful BFY snacking company, securing Whole Foods as their first retail client. Today the broad range of irresistible great tasting BFY Salty Snacks, include Cheese Balls, Crunchies, Dippers and Crackers. Pipcorn partnered with HBX to refresh their visual identity and brand architecture. Leveraging their key point of difference of heirloom ingredients, HBX set out to ..read more

The ,,Natural Products Expo was buzzing this past week! Over 60,000 attendees and 2,700 exhibitors came together for three days to connect on all things natural & organic at the Anaheim Convention Center. The biggest Health & Wellness trend on display among food, snacks, condiments & beverages was the use of functional benefits- everything from mushrooms that support brain health, pea-proteins that strengthen immunity, ashwagandha to reduce stress and high-fiber dates used as a BFY sweetener. The category is meeting the needs of today's health-conscious consumers looking for close ..read more

We're excited to announce we have been awarded five 2021 American Graphic Design Awards from GDUSA, the nation's leading B2B information source for graphic design professionals. There were over 10,000 entries submitted across 28 categories this year. Our five 2021 American Graphic Design Awards, include: Lundberg Family Farms - Logo and Packaging Design To reflect the brand's distinct personality and its core attributes of healthy, premium foods, HBX modernized the brand identity with a fresher, cleaner logo referencing Lundberg's origins while allowing for a broader application. The packagin ..read more

The Natural Products Expo East at the Philadelphia Convention Center was the first in-person event in a minute and it didn't disappoint. The intimate atmosphere gave HBX a chance to reconnect and meet with founders, sample natural and organic products and learn about the inspirations driving today's innovations in food and beverage. Among the 800 exhibitors debuting and 15,000 attendees sampling everything from immune boosting foods, healthier freezer finds to permissible indulgences- the five themes that stood out to us doubled down on health & wellness and served it up with a side of s ..read more

Hostess has long been a staple of the snack industry with their various snack cakes and breakfast treats. With new eating occasions including healthier and smaller portion moments, Hostess wanted to tap into what they know, with an innovative twist. Using real fruit and removing artificial flavors or colors allowed HBX to create much prouder and more modern graphics. The product proposition also allowed branding to be less whimsical and fun-oriented and more grown-up than previous offerings. The unique texture of the product demanded to be highlighted through photorealistic illustrations with ..read more

Kellys Family Foods is a Norwalk-based family-owned company that hand-bakes granola in small batches using all natural ingredients. Charting a fast-rising trajectory with a plan to become a powerhouse, Kelly approached HBX to help elevate their brand with a new logo and packaging redesign. Naming the brand after its FOUR healthy ingredients - 100% whole grain rolled oats, all natural non-GMO expeller pressed canola oil, all natural honey and pure maple syrup - PLUS the nuts, dried fruits, and other natural flavors - HBX set out to make these product attributes loud and proud. Since then, Kell ..read more

As a leading manufacturer of confections and nut items, Mount Franklin Foods is known for its exceptional quality and product variety. Looking to reinvigorate and boost sales of its privately held retail brand, Softer Than Brittle, the team at Mount Franklin Foods jumpstarted a full rebranding initiative. To attract the target Millennial and Gen X consumer, we renamed the brand Nubu, a subtle nod to the product's on-trend main ingredient - nut butter. To drive usage and communicate the product benefits, we repositioned the brand as a better-for-you snack and revised the communication hierarch ..read more

Lundberg has been growing healthy, great tasting rice for 80+ years while respecting and sustaining the earth. However, they needed to re-energize their brand by increasing consumer relevance and providing a foundational platform for growth. With the positioning of "Generations of Change" we aimed to bring in discerning food lovers and younger consumers without losing current consumers. To reflect the brand's distinct personality and its core attributes of healthy, premium foods, Hughes modernized the brand identity and packaging with a fresher, cleaner logo referencing Lundberg's origins whi ..read more

To seize on impulse purchases during the winter season, the team at Kenny’s Candy and Confections looked to launch two limited edition flavors of its Sweet Chaos kettle corn brand – peppermint crunch and iced gingerbread. To differentiate against its everyday line and stand out in the crowded popcorn market, we designed custom seasonal packages, leveraging playful icons such as candy canes and gingerbread men. Product benefits such as Certified Gluten Free and No High Fructose Corn Syrup were featured in the center of the designs to aid shop-ability and attract the female target consumer. To d ..read more