GO, GONZO —a lively and spirited brand bursting with crazy vibes offering the widest range of shapes and flavors among extruded savory snacks for fast and delicious cravings. With a broad and diverse audience, it’s a favorite among both kids and grown-ups. But the outdated design, unremarkable logo, and bland food zone made a redesign inevitable — starting with portfolio organization and clear segmentation of product lines. And that became a real challenge, as shaped corn snacks and baguette-style products target different audiences, exist in distinct competitive landscapes, and follow their own category codes. At the heart of the new identity was a clear focus on the brand’s most distinctive character trait. |
AND THAT TRAIT IS BOLDNESS —a blend of ambition, a thirst for self-assertion, defiance of norms, and a touch of extravagant mischief. In this case study, we present a line of shaped corn snacks that reflect all this rebellious mayhem and teenage antics of school-age crowd — the brand’s core target audience. How we conveyed boldness in our work with baguettes — we’ll share in the next case study. |
YOU KNOW THAT ITCH INSIDE —the urge to scribble on a too-perfect textbook or leave your own tags on a fence? Something that’s pure heat for the squad and pure cringe for everyone else. This is the mood we’ve set — pulling the dull food zone into a parallel world of fantasy and gritty teenage creativity. The standard mass-market food zone in the snack category, though flavorful, is now pretty widespread. In this project, inspired by the meaning behind the name Gonzo, we decided to break the rules and cause a little playful chaos. |
WE ALSO REVAMPEDthe white “fluffy” troublemaker logo into a fitting Gonzo persona — more dramatic, full of dynamic energy, adorned with horns and a tail, embodying a dark spirit and sharp edges. The previous design had the problem of a small and inconspicuous logo. So, we elongated the font, enhancing the logo’s visual weight within the overall composition. |
THE THREE CORN SNACK SHAPES —rings, triangles, and fries — make up the boldest line in the portfolio. It seamlessly combines tempting product photorealism with fun, provocative illustrations. Each flavor is like a unique journey into a visual horror tale, blending people, horses, mice, and a splash of vivid Halloween aesthetics. It carries an inner narrative that unfolds through a distinctive illustrative story. To ensure consistent scaling and flexibility, we created a system for the food zone: triangles stand for one product, rings — two, and fries — three. |
THESE GONZO SCARE-TALESaren’t real horror — they’re cheeky, high-energy comics packed full of irony and wild charisma. These packs now serve up ideas for tattoos, stickers, or those random stress-relief sketches in your school notebook. Of course, only after you’ve enjoyed the tasty snacks. |
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The Project |
The Case |
