Whey Crazy Bakery: Bite Into the Revolution
The Challenge: Creating a Morphing Brand System
Whey Crazy Bakery sells protein-based snacks, powders, and drinks with sub-brands like Whey Crazy Cookie, Whey Crazy Donuts, and so on. With the beautiful tagline “Bite into the revolution”, the messaging of this brand is clear. To empower the tagline and the mission statement of the brand, the talented brand identity team at Spellbrand embarked on a mission to create a strategy and identity system for the client that would result in a series of logos that morph for each of the sub-brands while keeping the iconic shape consistent.
Logo Design: Morphing Icon System
So we started by creating a shell for the iconic logo design which encapsulates varying designs of donuts or cookies etc. shapes. You can see the brand extension below which brings into play a cookie shape variation. The solid bold colors also add to the empowerment of the mission statement to bring about a revolution in the protein foods industry.
This morphing logo system works because:
- Consistency: Iconic shape remains consistent across sub-brands
- Flexibility: Each sub-brand gets its own unique shape (cookie, donut, etc.)
- Recognition: Consistent shell ensures brand recognition
- Revolutionary feel: Bold colors and dynamic shapes communicate innovation
Brand Pattern: Dynamic Visual Language
Next in the brand identity system was the official brand pattern which adds an additional level of depth to the brand visual language. The brand pattern is two-pronged with straight lines and angled wavy lines on different background colors.
As you can see on two different brand treatments below, the pattern works like magic on the yellow and magenta backgrounds. The wavy pattern creates a lot of dynamic movement to brand posters and can be used effectively in advertisements. This pattern system:
- Adds depth: Creates visual interest beyond the logo
- Dynamic movement: Wavy lines suggest energy and revolution
- Versatile: Works across different background colors
- Memorable: Unique pattern creates strong brand recall
Package Design: Fun and Friendly
Package design for this brand again capitalizes on the beautiful brand pattern that we created and is supported by a secondary pattern element of polka dots. This makes the packaging more fun and friendly. The usage of the corporate colors, as well as the complementary secondary brand color palette, makes for some visually stunning package designs that stand out on shelves while maintaining brand consistency.
Interior Design: Cohesive Brand Experience
The interior design of the bakery uses the secondary brand mark, the official brand pattern, and supporting polka dot pattern to create a visually powerful backdrop. Sufficient care has to be taken to ensure that the colors are complementary to other design elements of the interior including the menu cards, menu signs, window stickers, uniforms, etc. This creates a cohesive brand experience that reinforces the revolutionary positioning while maintaining visual harmony.
Results: A Brand That Revolutionizes Protein Foods
The brand identity we created for Whey Crazy Bakery successfully communicates their revolutionary approach to protein foods. The morphing logo system allows each sub-brand to have its own identity while maintaining consistency, the bold brand pattern creates dynamic visual interest, and the fun packaging design appeals to customers seeking protein-based snacks, powders, and drinks.
Today, Whey Crazy Bakery uses this brand identity to attract customers who want to “bite into the revolution” of protein foods, positioning them as Las Vegas’s premier destination for innovative protein-based bakery products with sub-brands like Whey Crazy Cookie and Whey Crazy Donuts.
