The challenge: stand out in the crowded snack and chip category. The solution: Pivot. Instead of trying to elbow its way onto the shelf, consumer packaged goods company Hello Delicious! decided to offer its pizza crust chips in alternate spaces in grocery and big box stores. That meant making sure the packaging and product brand were distinctive. And that meant coming to us. We developed the product name, brand attributes, positioning and personality, right down to creating a brand mascot—Napoli the pizza-maker—as an identifier. Then, we created packaging for each line extension, providing a holistic look-and-feel while emphasizing the “why to buy” in visually arresting—and appetizing—ways.