These savoury protein puffs, set to be market leaders in the health snack category, are created using special technologies that ensure maximum protein content. Conscious of the need to appeal to different potential markets, the packaging approach is fun in appearance but reflects all the important product attributes. In developing the name, we wanted to reflect the light and airy texture of the product. Conveying brand information was the key to promoting this new product and e-commerce site, but not in an overpowering way. Motivational images and text are carefully balanced to keep viewers engaged.