Johnny’s market is a family business. They started selling homemade granola. After a while he realized that he could also make cereal bars and wanted to make it more professional since his pack didn’t reflect any brand personality.

In Bunker, we considered it necessary to show the personality of Johnny’s as an authentic, sincere, and fun brand, giving a twist to the way of communicating. In a market full of competition Johnny’s had to differentiate itself, even though they are all organic, healthy, and tasty, the brand should have other values that bring the consumer closer. We created a strong and sincere brand concept: healthy indulgence for every day: we make wellness an easier choice: healthy, tasty, and accessible food, so that we can all take those first steps towards health that we find so hard to take and take them with pleasure.

In the packaging design we were inclined to represent a strong and attractive personality, using a wide color palette, bold and elongated typefaces, combined with slab that give us seriousness and security when talking about food and we went through the entire design with graphic gestures of writing and freehand that refer and accompany the tone of friendly voice of the brand, Johnny’s is not a brand is your friend, all these gestures were made by hand one by one, and are highlighted in the brand with red color. This same resource was used to create the signature of our friend Johnny’s, who is next to you when you pick up and walk through the pack, talking to you in a close and friendly way.