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SKINNY
A thin snack so skinny, you have to address it.  The idea is built around two creative concepts.
 
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CONCEPT 1 - SKINNY WITH ATTITUDE
This concept plays on familiar expressions that include the word “skinny”, intentionally altering the spelling to create something that feels fresh, cool, and a little sassy. The tone has confidence and attitude, bold enough that no one would ever feel too cool to eat it. If anything, it’s the opposite: eating it is the cool move.
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CONCEPT 2 - SKINNY LITERALLY
This concept takes the word “skinny” at face value. The snack is so thin it’s almost impossible to find, which naturally leads to questions. That mystery becomes the hook. It sets the foundation for a playful, highly visual marketing campaign that challenges people to find Skinny, turning the product’s thinness into a distinctive, engaging brand experience.
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