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 positioning - coming up with the territory ‘Sweet victory’ to reflect the triumph the product has for parents, kids and over sugar.

I then defined the brand values, personality, developed the tone of voice, wrote the brand story and all the copy for the website and packaging.

This project was completed with Depot