Holy Crap Cereal package Design & Re-branding

Holy Crap


Holy Crap

Brand New Look for Holy Crap Package Design

Holy Crap™ offers five distinct, tasty, nutrient dense, high fibre breakfast cereals. That contain allergy-friendly ingredients such as hemp, buckwheat and chia seeds, and gluten-free oats. Their mission is to create products that create a healthy gut and feed the connection between gut and mind.

A decade after making its debut at the Sechelt Farmers’ & Artisans’ Market, and Dragon’s Den TV Series, Holy Crap™ approached the Zesty Vancouver branding and package design agency to develop a new brand identity and packaging. The new ownership saw an opportunity to better reflect brand positioning and work to modernize the brand.

Through the years, Holy Crap™ relied on their awareness on the TV show, Dragons Den, to build the brand, but with a goal of driving more awareness and increasing distribution, they needed a new relevant identity to stand out within the category.

Holy Crap Re-brand

Creative director, Rachelle Hynes, gave Holy Crap™ a complete brand reboot that transforms their boring packaging to something full of character. With a goal to make people happy from the inside out, Zesty Brands developed a brand identity that exudes a happy and approachable feel. Framing the idea of happiness, the lively logo features a subtle smiley face, helping customers discover some delight in their shopping experience. We created an engaging brand voice and irreverent tone that immediately set them apart.

Holy Crap Package Design

With a boldness that pops on the shelf, the new package design makes as brave of a statement as its name. Between the friendly design cues and the way the photography captures the simplicity of the product, it translates the product in a fun and attractive way that’s a glorious sight for the eyes.

The zenful character on the back of the package adds a bit of playfulness, reflecting the brand personality, while tying in the gut/mind connection and connecting with the target market.


Sales of Holy Crap™ increased over 166% since the re-branding. The team quoted on Yahoo Finance, “With the new packaging and marketing strategy we expect to continue the growth trajectory of the breakfast cereal.”

Holy Crap has built a successful distribution model allowing consumers to find Holy Crap in many well-known Canadian retailers such as Save-On-Foods, London Drugs, Whole Foods, Safeway, Natures Fare, Choices Market, Nature’s Emporium, IGA, Calgary Co-Op, Organic Garage, Big Carrot, Ambrosia, and YamChops, with more stores to come! Holy Crap also has a loyal consumer following in many independent grocery stores.

Read what Holy Crap says about working with Zesty Brands —> Zestimonials





Branding, Graphic Design, Icon Design, Package Design, Photography