![Marge Granola Holiday2015](https://neversink.imgix.net/projects/marge-granola/MargeGranola-Holiday2015.png?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2250&s=22ae70aa3ee35b579d42685cb15a480d)
Case Study
Bay Area Baker dreams of opening the dreamiest of craft bakeries, hires Seattle design studio, relaunches nationally as the nation’s top-rated craft granola
Asked to design an identity for the pop-up bakery that was already making a name for itself across San Francisco, the East Bay, and Marin, Neversink took on the challenge of developing, designing, and launching a most lovable food brand.
We began small, developing the initial go-to-market strategy, operations and scaling plans, and a phased identity and materials design. Start small but irresistibly lovable, finish large[r] and more lovable still.
![Marge Hazelnut Cacao Bag](https://neversink.imgix.net/projects/marge-granola/Marge-Hazelnut-Cacao-Bag.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1500&s=567f7fa325930e8d4f94f189f482d594 1500w, https://neversink.imgix.net/projects/marge-granola/Marge-Hazelnut-Cacao-Bag.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1250&s=ccc206dc50a1631ae1cc9dcec677562d 1250w, https://neversink.imgix.net/projects/marge-granola/Marge-Hazelnut-Cacao-Bag.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1000&s=27c8e518f1a9feb0e00d9ad773dde024 1000w, https://neversink.imgix.net/projects/marge-granola/Marge-Hazelnut-Cacao-Bag.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=750&s=4f85301b381724e3550b872d93a3fd50 750w, https://neversink.imgix.net/projects/marge-granola/Marge-Hazelnut-Cacao-Bag.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=500&s=7a40af65dc7d69eb67ef3e1692161154 500w)
Where We Started
While 99 of every 100 other small baking operations were sticking to the tried, true, but functionally invisible packaging solutions of applying a sticker to brown paper bags or cellophane, we worked on wrap-around stock labels with a logo, look, and vibe that made you want to hug them, give them to people you cared for, and see on the shelves of every grocery store you relied upon.
Our own market research led to a refocusing of the brand (the “bakery”) on a line of granolas to beat all other granolas. (That’s basically a quote from Dave Matthews himself.)
![Marge Granola Logotypes](https://neversink.imgix.net/projects/marge-granola/MargeGranola-Logotypes.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1811&s=6c43f59341a56fdb0b6456a5d1052924 1811w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-Logotypes.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1561&s=c117e5ef3d1c46fc951affa42de32e95 1561w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-Logotypes.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1311&s=eb6d2c43d4b6e9d8a532a1141863d947 1311w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-Logotypes.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1061&s=e4c163b7d2f1080a6542bd76e36610ff 1061w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-Logotypes.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=811&s=aed76694d43732969b2fdc1f981bed0a 811w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-Logotypes.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=561&s=65528d1ef1b6ded71419bd5c561116e2 561w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-Logotypes.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=500&s=42f4294f420b997c79a9ec7263a694b5 500w)
B[re]aking Into the Market
There are two ways for a food brand to break into the market: Have enough capital to fund both large packaging runs, and a promotions department working tirelessly to get you on shelves.
Or … be so quality and lovable that you turn every customer into a member of your street team, and make the retailers come to you to ask about having you on their shelves. Our identity focused on earnest delight, with as few additives (none) as the granola itself. Within three months of the first full identity design, Marge was written up in the Wall Street Journal, New York Times, Martha Stewart Living, and countless other national publications. The number of retailers asking to carry the brand quintupled over night.
![Marge postcard mockups 2021](https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2500&s=5a26bd2eb17b03bd0310e106135e13ed 2500w, https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2250&s=7acdbc0c257d40cc7c3a6e04b44f5bb5 2250w, https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2000&s=62f4784dc48ef54f6ca778d2814de184 2000w, https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1750&s=e3c1a8e1153f92275686ad4116593280 1750w, https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1500&s=5d4e6cc29010ce9f926b1bab8c900cb2 1500w, https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1250&s=99d0b20ec28834e14e501148590b2e1b 1250w, https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1000&s=c34157e4c2e2d514440de2c248f97f8c 1000w, https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=750&s=39166a0af08c4056fe766a828ae1bfb5 750w, https://neversink.imgix.net/projects/marge-granola/Marge-postcard-mockups-2021.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=500&s=dd9241fdaa05f2953c023813f521f29e 500w)
![WSJ Marge Granola](https://neversink.imgix.net/projects/marge-granola/WSJ-Marge-Granola.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=960&s=c74cca063f01dafbaa274340fcc5ab60 960w, https://neversink.imgix.net/projects/marge-granola/WSJ-Marge-Granola.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=710&s=e94840cc7594293e47f3c2b8e7ff754d 710w, https://neversink.imgix.net/projects/marge-granola/WSJ-Marge-Granola.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=500&s=2cdaacc2f9842c21964741dbbd45f3c0 500w)
The Product Lines
As the brand grew, so too did the product lines. Granola was moved into a pouch eventually (with some “legacy” runs of the original wraparound still prepared for VIP retailers), adding to longer shelf-life, more efficient shipping, and re-sealability. Granola bars and new colorways joined the club (literally: Marge now had a subscription club), as Marge branched out and out and out.
![Marge Granola Pouches Three](https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2500&s=bf2fd94b2f54cc982d9929e0209cbff6 2500w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2250&s=ddea988f14d53a7e61c5c8463b2fedb2 2250w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2000&s=41f63920c23270edf71d0dd4b6c1e4e7 2000w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1750&s=6eb22f1de4d8f744d2d5f8858141b432 1750w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1500&s=1c7c516114508616c510a9108c1e6c51 1500w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1250&s=893a3078479a9175e150542981ca7f3c 1250w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1000&s=cde0fa63f4d86fff69b48af8602ed17e 1000w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=750&s=b1a7a3930db24f93875cb2c0ca801d47 750w, https://neversink.imgix.net/projects/marge-granola/MargeGranola-PouchesThree.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=500&s=1477c5ed1e9d6f69a0f29cd6108ffe1c 500w)
![Marge Six Granola Bars](https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2500&s=bd30aa324440a35433ffa7745758c2eb 2500w, https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2250&s=23e84fdd6348033799ec5d41ae4709bb 2250w, https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=2000&s=91c908fc361aecc861517e39011e5d7e 2000w, https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1750&s=47c3f2ee5f31665a02a842f0db167718 1750w, https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1500&s=c176bb83baf0ca7b3ae2ae21ed9f78de 1500w, https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1250&s=3f7ce44766d3941244f42a79db61d67f 1250w, https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=1000&s=1b6508705db022c0b17799da9c3a6df7 1000w, https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=750&s=2996c113f14101b0ffb4b66bf4659d73 750w, https://neversink.imgix.net/projects/marge-granola/Marge-Six-Granola-Bars.jpg?auto=compress%2Cformat&fit=clip&fp-x=0.5&fp-y=0.5&q=60&w=500&s=45aec9b11ada80e2b2af2668a20ff4bb 500w)
How Lovable Was It?
Neversink hung with Marge through the initial launch, oversaw all brand and product development, designed and developed the then-groundbreaking (for a small food brand) e‑commerce platform that gave the brand its own direct access to customers not yet able to find it in stores, and the national debut of a host of new product lines.
We also stuck around long enough for our principal to fall in love with and get married to Marge’s founder, together raise the brand as their first child, and eventually sell the whole thing in order to make room in their lives for a more people-like family.
*Check back with us sometime for studies of those original websites for Marge.