The Family Nut
Peanut Butter
My friends and I created a peanut butter company that empowers the nutty artist within. We believe creativity, in any form, without judgment, is a portal to healing and happiness. Our slogan "Crack Open" is an invitation to let go and express, and our label features a different artist (and a profit share) each drop.
Product Dev, Brand Strategy, Product Launch, Social Strategy, Campaign Concepts, Copy
Product Launch Strategy
Challenge
The CPG space is so crowded! Why would we make another peanut butter? How can we break through the noise and standout on shelves?
Insight
People care about what's on the label. They want peanut butter made with simple, transparent ingredients, and they want to feel good about the people making it.
Solution
Make a product that does good from the inside out. Use three simple ingredients blended into a new texture of peanut butter. Create a label that's a work of art for people's pantries and profit share with the artist.
Brand Identity and
Package Design
We worked with a branding specialist and cartoonist to develop the fonts, colors, logo, and label art. It's meant to feel carefree, yet bold. The version of you that emerges when you Crack Open, setting your inner nut free to create.
Social Strategy
Cracking Open in every way, we shared behind the scenes how we actually created a peanut butter company. Sharing our story in real time created an engaged community that sold out our first product drop in one day.
HOW I CRACK OPEN
Self expression looks different for everyone. Embrace what you love and share. Maybe you'll set someone else free, too.
Evergreen nuttiness
Say hi to my dog Hank!
