ROOK/NYC is an independent, full-service creative agency based in New York City specializing in branding, packaging design and creative production.

With over 20 years of experience, they are a full-service agency that provides art direction, brand strategy, content creation, illustration, packaging design, photography, video content, and more. Some of their projects include Alicia's Spice Co., 88 Acres, Culture Pop Soda, and Live Clean.

Alicia's Spice Co. is an all-natural, gluten-free, kosher, keto, vegan, low sodium spice company founded in Worcester, Massachusetts in 2015. It was founded by Alicia Haddad with the goal of "Feed Your Body Healthy." They also develop great-tasting recipes that focus on wholesome ingredients without artificial preservatives and high fructose corn syrup.

Read more about ROOK/NYC's rebrand of Alice's Spice Co.

88 Acres makes seed-based foods with an ingredient philosophy rooted on the 88-acre farm that founder, Nicole Ledoux, grew up on. They create food that is good for the body, the planet, and the community without compromising on flavor, nutrition, or safety. All of their products are made in their dedicated bakery free of peanuts, tree nuts, gluten, dairy, eggs, soy, and sesame.

Six years after 88 Acres launched their seed-based, allergy-friendly snack co in 2015, Co-Founders and husband/wife duo, Nicole Ledoux and Rob Dalton, saw the opportunity to evolve and elevate their brand's identity and packaging design to adapt to rapidly changing culture and consumer behavior. The team tapped brand partner of 3.5 years, ROOK/NYC to collaborate on the redesign.

The goal of the project was fourfold: drive taste appeal, set product expectations, educate the consumer, and drive trial.

ROOK/NYC incorporated new ingredient and product photography to help the consumer quickly understand what the product is made of. The color palette was evolved to speak directly to category flavor cues--while the logo was placed in a seed-shaped holding icon--reinforcing that seeds are the foundational ingredients with which all of 88 Acres' products are made. The language and product descriptors on the packaging were simplified with a stronger, more playful brand voice that reflects familiar terminology.

“The challenge here was how to help the consumer quickly and confidently understand what the product is," shares Mark Christou, Founder & Creative Partner at ROOK/NYC. "By integrating the smooth, delicious-looking Seed Butter within the label on the jar, we’re helping negate consumer confusion and ambiguity around the product. This redesign to the butter line will be a big step in further helping 88 Acres to grow beyond the natural channel into more of an iconic mainstay in the conventional snacking category.”

The new packaging design recently hit shelves, with a rolling release based on current packaging inventory to minimize packaging waste. Key retailers include Whole Foods, Sprouts, and Target.

Culture Pop Soda is reinventing carbonated drinks by crafting a soda with real ingredients & only a hint of sweetness. Their mix of organic juices, spices & live probiotics delivers a complex, tasty twist on familiar flavors. Their promise is that they offer soda you can feel good about.

Live Clean is a Canadian brand offering a full range of hair, bath, skin, and lip care products for adults, children, and babies. Their products are environmentally friendly, enabling users to make healthier choices for their family.