Skinny Sticks

All Goodness, No Guilt

CHALLENGE

Eagle Foods approached us to refresh their “Hi I’m Skinny” line of healthy whole grain snacks. While the product offered a light and flavorful alternative to traditional chips, the packaging lacked impact, appetite appeal, and clarity. The name felt awkward and the design didn’t effectively communicate the brand’s personality or better-for-you positioning.

The goal was to evolve the brand while preserving its recognition, establish a bolder presence in the competitive snack aisle, and engage both loyal fans and a new generation of health-conscious consumers.

WHAT WE DID

  • Logo

  • Visual Identity

  • Packaging Design

  • Design Strategy

  • Collateral

  • Photography

  • Illustration

  • Messaging

  • Production

  • Brand Assets

  • Brand Identity Guidelines

OUR APPROACH

Our first move was refocusing the product’s name to Skinny Sticks, a simpler, more confident name that retained familiarity while eliminating the clunky intro of “Hi I’m…”

We created the tagline “All Goodness. No Guilt.” to clearly express the brand promise: a crave-worthy snack with none of the baggage typically associated with chips.

From there, we overhauled the packaging hierarchy and rebalanced the brand architecture to make flavor the hero. Each bag now features:

  • Vibrant, appetizing colors tailored to each SKU

  • Eye catching flavor illustrations that ignite craving and improve shopability

  • Redesigned product illustrations that feel lighter, brighter, and more delicious

  • Clean, modern typography for stronger shelf impact

The result is a snack brand that feels fresh, flavorful, and proud of what it offers.

BEFORE

AFTER

RESULTS

Snack Aisle Standout

The redesigned Skinny Sticks identity made the brand feel more premium, more craveable, and more confident—without losing the accessibility that fans loved.

Clearer messaging and stronger appetite appeal helped Skinny Sticks compete visually in a crowded category, while the new brand system provided a flexible foundation for future innovation.

From cluttered to clean. From apologetic to proud. From “Hi I’m…” to “Hell yes.”

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Rémy Martin
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Wella Koleston