BUCK WILD

A BOLD REBRAND THAT CAPTURED MARKET ATTENTION AND
EXPANDED CLIENT AMBITION

I transformed a generic white-label snack into Buck Wild, a flavour-driven lifestyle brand with a strong visual and verbal identity. Originally created for Costco under the name Wild Roots, the product lacked distinctiveness and emotional connection. I reimagined it for an untapped consumer who value character, crave adventure, and want more from their snacks than functional claims.

With a new name, brand voice, and creative platform, I built a foundation that could grow across categories and channels. Buck Wild felt expressive, confident, and ready to move.

The Challenge

The product had quality but no story. Lost in a sea of cautious better-for-you brands, it looked and sounded like everything else. Here was an opportunity to connect with an overlooked consumer segment that craved more than wholesome ingredients—they wanted snacks with personality, a sense of adventure, and genuine fun.

The challenge wasn't just reframing the brand; it was reimagining what a CPG brand could be in a category drowning in safe choices. How do you create excitement and emotional relevance while staying grounded in real product benefits that matter to retailers and consumers alike?

  • I led the brand's complete repositioning and creative direction from conception to market launch. Working directly with the client team, I injected energy, appetite appeal, and an unmistakable sense of personality into every touchpoint. The new brand line "Wholesome snacks with a twisted kick" became our north star, signaling a fresh attitude that opened up storytelling possibilities across the entire consumer journey.

    Collaborating with a forward-thinking design agency, I pushed the visual identity beyond safe territory, embracing contrast and clarity that demanded attention on crowded shelves. Together, we moved the team past incremental thinking toward bold creative choices that created differentiation. The creative language and brand story I developed carried across packaging, sales materials, and digital content, ensuring the message stayed sharp and consistent at every consumer touchpoint.

    By identifying an unmet consumer need and crafting a concept that gave the client a brand they could confidently lead with, I transformed their go-to-market strategy. The positioning became easier to pitch, simpler to remember, and significantly more scalable across product lines and retail partnerships.

  • The brand repositioning delivered immediate standout presence with a memorable name, flavor-forward voice, and commanding visual platform that stopped consumers mid-aisle. Focus groups validated the new concept with genuine enthusiasm, confirming that the brand now connected emotionally while maintaining its nutritional credibility.

    The client dramatically expanded their product scope, launching multiple new formats and flavors that the previous generic positioning could never have supported. This work elevated both the agency's reputation for brave strategic thinking and the client's confidence in growing their brand beyond conservative category conventions.

    Buck Wild became the foundation for strategic growth, proving how the right creative concept can unlock momentum that transforms business trajectory. The brand now serves as a platform for continued innovation, demonstrating that bold creative thinking drives measurable commercial success in competitive CPG markets.

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