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How&How partners with Wild Thingz (formerly Just Wholefoods) to create a game-changing rebel sweetie brand from scratch.

62% of parents hesitate to give their kids sweets—and it’s no wonder, with big brands peddling sugar-laden, E-number-filled concoctions of animal gelatin, palm oil, talcum powder, and worse. Sure, there are healthier sweets, but their bland branding is almost as joyless as no sweets at all.

If only parents could treat their kids guilt-free, and kids could enjoy sweets without the junk.

Enter Wild Thingz.

How&How was tasked by Wild Thingz to create a sweets brand parents would feel good about, and kids would love. Organic, plant-based sweets with no artificial ingredients and half the sugar. The project spanned from concept to launch, including even designing the sweets themselves.

How&How examined the category. Organic brands are wholesome, soft, and safe, while ‘junk sweets’ explode with bold colors and fun packaging. Why should junk have all the excitement?

A challenger brand was needed—one with saintly ingredients and the energy (and shelf appeal) of a sinner.

The How

First, the name: Wild Thingz. How&How wanted a brand that said organic, but with a rebellious twist—a space where kids can be kids, and parenting isn’t picture-perfect.

They gave the brand a voice: rebels with an anti-artificial cause, calling out the industry for all its crap. Think punk, not junk.

The visual identity captures nature’s unapologetic side: a thorny logo, a punky venus flytrap mascot, a rock-and-roll typeface, and dark, moody colors—no white or hemp here. They even built 3D worlds with overgrown forests and abandoned buildings. How&How developed product SKUs, packaging, point-of-sale media, launch assets, and the website.

“We’ve created a playful world of plant anarchy. Working with a client ready to push boundaries has been f-ing fun,” said Priyjah Paramasivam, Design Director.