“We noodled a bunch of different designs and landed on solid colour, but with some subtleties for each flavor,” Kinnear says.

Another important factor that’s helped grow the brand is label simplicity. According to Kinnear, about 80% of its demographic is comprised of parents on the lookout for healthier dessert options. He says that with a small package size (500ml), the design challenge was to keep its clean, simple brand feel, while also conveying its natural ingredients and that is it made in a peanut-free facility.

​

He says there are a lot of eyeballs on the plant-based category because consumers want environmentally friendly products, as well as ones that are better for their family’s health.