Be Friendly was contacted from across the seas by Boston mum (or “mom”) and entrepreneur Rae, to apply our blend of refined design and super fun to her new start up business “RaeFoods”. RaeFoods make muffins that are – in addition to being delicious – pretty much free of anything that causes allergies.

Be Friendly created fun characters to personify each product in the range, paying homage to a long, proud tradition of snack characters (think Toucan Sam, Cap’n Crunch, Count Chocula, and Freddo Frog). The candy stripe references candy and popcorn, while the unusually high contrast colour combo ensures massive shelf visibility. A die cut window puts the actual product – not a manipulated photo – on display. It doesn’t come much more honest than that.

Photography by ASB