With the sale of Bolthouse Farms in 2019 came the desire to evolve the company into a leader in the plant-based food movement, fueling a wave of innovation that included developing a new line of carrot-based meals. The goal being for the brand to replace traditional comfort foods with carrot-forward alternatives, enter Wunderoots.

With a truly inspiring name guiding the exploratory, LBB set out to develop a hand-drawn identity that would be custom, ownable and have hidden goodness that celebrates the carrot. We also wanted to create imagery that would stand out in the category and help communicate the product to the consumer, since this might be a new proposition for many and the design has to work hard to educate at shelf. Rounding out the design is clean organization of pack information and a sophisticated yet fun color palette.