BUCK WILD

A BOLD REBRAND BUILT FOR SHELF IMPACT AND SCALABLE GROWTH

I led the repositioning of a white label snack originally developed for Costco into Buck Wild, a flavor forward lifestyle brand designed to stand out in a crowded “better for you” category. The product had strong quality but limited differentiation, so we rebuilt the brand to create distinctive shelf presence, a clear point of view, and a platform the client could expand across formats and channels.

I directed the work from strategy through launch, partnering with the client team and a design agency to align naming, positioning, packaging, and brand voice into one cohesive system.

THE CHALLENGE

The snack category was saturated with cautious, functional messaging. This product needed a story and personalitywithout losing the clarity and credibility retailers expect. The goal was to create a brand that could win attention fast, communicate benefits cleanly, and support future innovation.

  • Repositioning + creative direction
    I defined the audience, clarified the value proposition, and built a creative platform rooted in bold flavor, attitude, and fun.

    Naming + verbal identity
    I renamed the brand Buck Wild and established a confident, expressive voice that could extend across product lines and campaigns.

    Packaging + system design
    I led the design direction beyond safe category cues, creating contrast and clarity optimized for crowded shelves. The packaging system was built to scale across new formats while staying instantly recognizable.

    Go to market alignment
    I ensured consistency across packaging, sales materials, and digital content so the brand showed up as one unified story to retail partners and consumers.

  • 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.

THE IMPACT

The rebrand delivered immediate standout with a clear, memorable identity and a scalable system. The client expanded into smaller individual pack formats and the brand gained placement with major retailers, including Starbucks in the U.S., supporting broader distribution opportunities beyond the original Costco program.

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