The purpose of Grumpy Bums is to provide kids’ snacks without the guilt trip. With that, we developed the brand proposition of ‘Sweet victory’ and crafted a language of triumph. Upbeat and optimistic, energetic, and colloquial and leaning into the language of victory, understanding and being on the side of the consumer.

We developed a playful brand mark and supporting strapline. We wanted the brand to exude fun and delight kids and parents alike. The colour palette needed to be bright and appeal to kids but we wanted it to say healthy—too poppy and the colours could suggest something more artificial and less natural. Using a naive, simple illustrative style we created a collection of delightful, hand-drawn in-house, illustrations to reflect the brand's honest personality. Icons and simple messages capture the brand's straightforward approach. The brand's positive, bright and winning attitude is seen through the buoyant body language of the mascots.

The first kits to be launched were muffin and biscuit mixes. To bring the brand to life we created a suite of ‘Grumpy Bum’ characters, styled as muffins. They can be seen front and centre of the packaging, juggling with the fruit ingredients and finished product. They have been adapted for use on stickers, engaging in activities for kid’s giveaways and bouncing around on the website.

We art-directed a photoshoot to tell the story of the brand's values of togetherness and no-stress mess. An activity that’s easy, fun, convenient, foolproof and encourages kids to be kids. Baking that’s child’s play.

Grumpy Bums is a contemporary brand that captivates and charms in equal measure—sweeet!

“We were so lucky to work with Depot. Angela has incredible talent in design and packaging, which is evident through the many awards she has won. The level of creativity and detail, she brought to the project was exceptional—she took our vision and brought it to life.”

Jo Leontiades,
Founder, Grumpy Bums

Grumpy Bums

Sweet victory.

The no added sugar kids’ treat that’s satisfyingly sweet.

Grumpy Bums is an exciting, first-to-market, baking-kit for kids, that’s without added sugar and wholesome. Depot was tasked with developing the brand framework, the verbal identity and key narrative. With all that in place we created a playful visual identity system, developed a suite of Grumpy Bums characters and product packaging. Here’s how we did it.

The purpose of Grumpy Bums is to provide kids’ snacks without the guilt trip. With that, we developed the brand proposition of ‘Sweet victory’ and crafted a language of triumph. Upbeat and optimistic, energetic, and colloquial and leaning into the language of victory, understanding and being on the side of the consumer.

We developed a playful brand mark and supporting strapline. We wanted the brand to exude fun and delight kids and parents alike. The colour palette needed to be bright and appeal to kids but we wanted it to say healthy—too poppy and the colours could suggest something more artificial and less natural. Using a naive, simple illustrative style we created a collection of delightful, hand-drawn in-house, illustrations to reflect the brand's honest personality. Icons and simple messages capture the brand's straightforward approach. The brand's positive, bright and winning attitude is seen through the buoyant body language of the mascots.

The first kits to be launched were muffin and biscuit mixes. To bring the brand to life we created a suite of ‘Grumpy Bum’ characters, styled as muffins. They can be seen front and centre of the packaging, juggling with the fruit ingredients and finished product. They have been adapted for use on stickers, engaging in activities for kid’s giveaways and bouncing around on the website.

We art-directed a photoshoot to tell the story of the brand's values of togetherness and no-stress mess. An activity that’s easy, fun, convenient, foolproof and encourages kids to be kids. Baking that’s child’s play.

Grumpy Bums is a contemporary brand that captivates and charms in equal measure—sweeet!

“We were so lucky to work with Depot. Angela has incredible talent in design and packaging, which is evident through the many awards she has won. The level of creativity and detail, she brought to the project was exceptional—she took our vision and brought it to life.”

Jo Leontiades,
Founder, Grumpy Bums

No items found.
No items found.
https://player.vimeo.com/progressive_redirect/playback/938507539/rendition/1440p/file.mp4?loc=external&signature=c2220e969ae382ef1b6fc5f4d70823a8ce327e6db407dbd3554936b18df837cf
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Expertise:
Brand Strategy
Brand Strategy
packaging design
packaging design
visual identity
visual identity
illustration
illustration
brand guidelines
brand guidelines
artwork
artwork
comms
comms
3d digital renders
3d digital renders
digital content
digital content
Awards:
No items found.
No items found.
https://player.vimeo.com/progressive_redirect/playback/927842069/rendition/1080p/file.mp4?loc=external&signature=9b9e4100b447be7113e67f3713f39197d1843246324df098080ac37284629a39
https://player.vimeo.com/progressive_redirect/playback/927837616/rendition/1080p/file.mp4?loc=external&signature=47de65fd24acca83978a364e03b623912e9c4fe82205483f486f6bae385a9a63
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Is it time to sweeten up your packaging?