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Unruly Flavour. Transforming tired trail mix into an unusual world of fun and flavour.

Scope: Brand Strategy, Packaging Design, Art Direction, Brand World, Rebrand.
Awards: Dieline, D&Ad, Transform, FAB Awards, Pentawards, The Drum Awards.

Real Handful were failing to stand out in a crowded market. They needed to reposition the brand in order to get noticed and to engage consumers in a new and exciting way. Bypassing the usual energy-focussed message of trail mix, we went in search of something more unique and relevant to the brand – its products and its founders.

We discovered early on that Real Handful’s snacks were not the usual mix of nuts and seeds – strawberry and blood-orange flavoured raisins, for example! Spurred on by this revelation and backed up by a rebellious brand name, we created the brand essence: ‘Unruly Flavour’.

Unruliness is now the defining personality of the brand, inspiring a fully hand-drawn and unrestricted look. Creative product naming, surreal characters and brave colour palettes bolster its confidence and create a brand that piques interest by refusing to play by the rules.

As Real Handful rapidly expands throughout the UK’s supermarkets and beyond, the brand’s flexible new identity transcends trail mixes with ease, moving quickly into bars, savoury snacks and more.


Percent growth in the first year since rebrand.


More than doubled the distribution.


Now in three of the big four supermarkets.


Six International design awards won.

From start to finish our rebrand project with Midday has been exciting, my only regret is that we didn’t start working with them sooner!” Joe Taylor, Founder.
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