Heluva Good
Shut your mouth with delicious dip
Brand refresh & tonal reinvention
THE CHALLENGE:
Heluva Good faced a declining market share due to the rising popularity of healthier alternatives in the dip category like hummus and guacamole.
THE SOLUTION:
We refreshed the Heluva Good brand with a bold and edgy look, tone, & feel, and transformed the brand's image from a fading name in the dip market to a daring indulgence. The rebrand included a fresh, snarky tonality and vibrant visuals that captured the brand's newfound boldness.
MY PART:
I was the Creative Director of this brand refresh — working closely with strategy on the ‘snarky fresh’ territory, and then overseeing creative development of a new look/tone/feel for the brand & production of a range of digital & social ads. We stretched a barebones budget to shoot a custom library of dippable foods, and merged bold graphics with with lo-fi stop motion animation to create a wonderfully bizarre, ownable world for the brand.
THE OUTCOME:
The rebrand successfully reinvigorated Heluva Good’s market presence, significantly enhancing its appeal across all consumer segments (with a particular resonance in the key demographic of Millennial & Gen X women) and cementing the brand’s cult status among fans.