Simply Fuel

The Challenge

Health & energy snack brand Simply Fuel had outgrown its humble beginnings as a viral homemade sensation and go-to snack of the Kansas City Royals. Founder Mitzi Dulan knew that if she wanted to expand and deliver her scrumptious, protein-packed energy balls to the masses, she would need to level up the look and feel of her packaging, but in a way that still reflected the brand’s homemade element that customers really loved.

With an opportunity to delight both new and existing customers, Simply Fuel engaged The GRO Agency to invigorate their product packaging and design.

Our challenge with the Simply Fuel packaging rebrand was to bring its appearance up to speed with modern expectations of a trustworthy snack company, all without compromising the recognizable home-made element at the core of their brand.

The Solution

Fueled by creative analysis, the concept of “home-made” foods were distilled into a list of clear visuals and experiences. Incorporating all of these elements into brand visuals, Simply Fuel’s new packaging concept successfully evoked a nostalgic and appetizing mindset.

First, to convey a visual language of warmth, care, and the handcrafted quality of the products, the packaging design employs homespun, craft paper texture with torn paper edges, as well as a rustic “stamped” typography, as a nod to fresh baked goods packaged right at the counter.

Next, because Simply Fuel was created for a health-conscious audience, the product messaging lends itself to a guilt-free indulgence as it lays a heavy focus on the health benefits, including the all-natural ingredients, protein density of a single serving, and allergen-friendly properties.

Finally, to seal in the undeniable fact that these delectable morsels taste too good to be healthy, high-quality product photography, true-to-size for enhanced effect, effectively captures the texture and density that await your first bite.