The purpose of Grumpy Bums is to provide kids’ snacks without the guilt trip. With that, we developed the brand proposition of ‘Sweet victory’ and crafted a language of triumph. Upbeat and optimistic, energetic, and colloquial and leaning into the language of victory, understanding and being on the side of the consumer.

We developed a playful brand mark and supporting strapline. We wanted the brand to exude fun and delight kids and parents alike. The colour palette needed to be bright and appeal to kids but we wanted it to say healthy—too poppy and the colours could suggest something more artificial and less natural. Using a naive, simple illustrative style we created a collection of delightful, hand-drawn in-house, illustrations to reflect the brand's honest personality. Icons and simple messages capture the brand's straightforward approach. The brand's positive, bright and winning attitude is seen through the buoyant body language of the mascots.

The first kits to be launched were muffin and biscuit mixes. To bring the brand to life we created a suite of ‘Grumpy Bum’ characters, styled as muffins. They can be seen front and centre of the packaging design, juggling with the fruit ingredients and finished product. They have been adapted for use on stickers, engaging in activities for kid’s giveaways and bouncing around on the website.

We art-directed a photoshoot to tell the story of the brand's values of togetherness and no-stress mess. An activity that’s easy, fun, convenient, foolproof and encourages kids to be kids. Baking that’s child’s play.

Grumpy Bums is a contemporary brand that captivates and charms in equal measure—sweeet!

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“We were so lucky to work with Depot. Angela has incredible talent in design and packaging, which is evident through the many awards she has won. The level of creativity and detail, she brought to the project was exceptional—she took our vision and brought it to life.”

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Jo Leontiades,
Founder, Grumpy Bums