GRUMPY BUMS

Working with Depot

Put an apple in your kid’s lunchbox and it’ll often come back untouched. But put in a sweet treat, and well - whaddaya know? It’s gone! But as a parent, all that sugar gives you the guilts - right? Enter Grumpy Bums. A delicious range of home baking kits for kids that produce wholesome, but satisfying, muffins and cookies, all without sugar.

I worked with the brilliantly talented Angela Spindler at Depot (who developed the visual identity and packaging), to create the brand strategy, starting with the brand positioning ‘Sweet victory’ to reflect the win the product has for parents, kids and over sugar.

I then defined the brand values, personality, developed the brand voice (‘the language of triumph’), wrote the brand story and all the copy for the website and packaging.

The project won Bronze at the 2024 Transform Awards