Heartfull are a hugely ambitious boot-strapping scale-up with a bold vision for the premium snack market. Of the 16 million functional health snacks bought every day in the UK, most woefully under-deliver on taste. Heartfull are looking to change all that by aligning flavour and guilt-free indulgence in a range of luxury snacks. It’s aimed at cosmopolitan, flavour-curious, health-conscious urban professionals who are willing to pay a premium for products that use quality natural ingredients.

To genuinely challenge the category with limited resources, and to land their unique narrative, Heartfull needed to be brave with their branding. Falling back on familiar luxury gourmet tropes just wasn’t going to cut it.

Their products are inspired by a love of travel, a love of extraordinary flavour and a passion for raw, unbound nature. We fused these key notes together into a central creative hook – ‘adventures in flavour’. The adventures play out in half-real, half-imagined landscapes, where iconic animals forage through unfolding layers of pattern and cultural symbol. An elegant, restrained monochrome palette reflects the range’s premium positioning, whilst hits of bright colour punctuate throughout to represent Heartfull’s uniquely bold, exuberant flavours.