Over Easy
Shining A Light On That Feel-Good Morning Vibe.
Brand strategy, visual identity, and packaging for a breakfast-inspired snack brand — repositioned from niche D2C to national retail.
After a few years on the market as a niche breakfast bar company, Over Easy wanted to broaden its horizons from the direct-to-consumer market and expand into mass retail. They aspired to compete with "Big Breakfast" as a nourishing, delicious, easy option for consumers at any time.
Over Easy was repositioned as a delightfully natural snack with a healthy spark of confidence. This easy-going, feel-good infectious force was brought to life by grounding the brand in delivering powered-up nutrition, all-day craveability, and being an upliftingly easy choice for consumers.
Over Easy gained rapid traction in the natural grocery channel, with the brand identity becoming a key differentiator in retail buyer conversations and consumer trial.
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