The no-added-sugar kids’ treat that’s satisfyingly sweet.
Grumpy Bums is an exciting, first-to-market, baking kit for kids, that’s without added sugar and wholesome. Depot was tasked with developing the brand framework, the verbal identity and the key narrative. With all that in place, we created a playful visual identity system and developed a suite of Grumpy Bums characters and product packaging. Here’s how we did it.

The purpose of Grumpy Bums is to provide kid’s snacks without the guilt trip. With that, we developed the brand proposition of ‘Sweet victory’ and crafted a language of triumph. Upbeat and optimistic, energetic and colloquial and leaning into the language of victory, understanding and being on the side of the consumer.

With core values of wholesomeness, togetherness and no-stress mess we wanted the packaging experience to be fun, and to bring the joy that only baking can. The BOP has playful, easy-to-follow instructions.

We developed a playful brand mark and supporting strapline. We wanted the brand to exude fun and delight kids and parents alike. The colour palette needed to be bright and appeal to kids but we wanted it to say healthy—too poppy and the colours could suggest something more artificial and less natural.

The first kits to be launched were muffin and biscuit mixes. To really bring the brand to life we created a suite of ‘Grumpy Bums’ characters, styled as muffins. They can be seen front and centre of the packaging, juggling with the fruit ingredients and finished product. They have been adapted for use on stickers, engaging in activities for kid’s giveaways and bouncing around on the website.

The result is a clean, refreshing take on fmcg.