Holy Crap
Package Design + Branding that moves you!
Delicious, gluten-free, high-fibre, organic, plant-based, energizing breakfast cereals.
Services
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 support a healthy gut and the gut–mind connection — a purpose that called for a refreshed brand and packaging system that better reflected their energy, clarity, and modern wellness positioning.
Holy Crap Rebranding & Package Design
Nutritious, delicious, and designed to make you feel good, Holy Crap puts happiness into every pouch. That sense of lightness and ease inspired our creative direction — from the logo, redrawn from scratch to feel bold, polished, and joyfully hand-crafted, to a refreshed packaging system built to stand out on shelf.
The rebrand moved Holy Crap away from its—dare we say “crappy”— logo and metallic packages to a modern, matte and eye-catching stand-up pouch with a cheeky logo that really stands out and reflects the brand’s true personality.
With a goal to make people happy from the inside out, we developed a brand strategy and 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.
Photography
Photography, food styling, and post-production for Holy Crap were handled in-house at Zesty Brands.
To support the refreshed brand identity, we created bold, ingredient-forward imagery using “naked spoons” — a simple, striking visual that highlights the product’s wholesome ingredients and complements the clean, modern packaging. The result is photography that feels fresh, honest, and immediately eye-catching on shelf and online.
Brand success that'll have you saying Holy Crap!
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.
Working with Rachelle was a delight! You know when you are looking for a place to live, and you walk into the house that just feels like home? You know that feeling? Well we had that feeling early on with Rachelle.
She showed us a few concepts for our new Holy Crap™ packaging, and she nailed it! We knew working with her was our one! Not only do we love our new packaging, but our customers and retail partners also feel the same way.
