Simple ingredients with shelf-ready personality.
Laughing Giraffe was building a family-run snack brand around raw ingredients, healthy choices, and a more joyful approach to eating well. Madplum helped turn that philosophy into a distinctive brand system designed to stand out on shelf and grow with the business.
The products were distinctive. The brand needed a stronger way to make that difference visible.
As the organic snack category became more crowded, Laughing Giraffe needed to stand apart without losing the warmth and personality of the family behind it. The opportunity was to create a brand that made the ingredients and flavors easier to recognize while expressing a broader idea: healthy food could feel colorful, optimistic, and genuinely enjoyable.
Madplum helped craft the brand from the ground up, developing the positioning, identity, packaging direction, digital presence, and supporting campaign materials.
The work began with a packaging system inspired by the products themselves. Distinctive colors helped differentiate flavors, while hand-crafted typography and illustration gave the brand a more recognizable and spirited personality. Madplum extended that visual language across the website and trade-show experience, creating a more connected expression of the brand wherever customers and buyers encountered it. The work was grounded in Laughing Giraffe’s central idea—“Eat Well, Be Well, Live Better.”—giving the growing product line a consistent foundation for future products and markets.
The new brand gave Laughing Giraffe a more distinctive presence as it expanded into larger markets.
The packaging created a clearer and more recognizable system across the product line, while the website and trade-show experience helped extend the brand beyond the shelf. Together, the work gave Laughing Giraffe a more cohesive platform for growth while preserving the warmth, optimism, and healthy-living philosophy behind the business.
“The packaging is vibrant and conveys a fun, quality, healthy product. The bright colored giraffe is looking at you on the front next to a large see through window, which I love so I know what I’m buying.”
