Undercover Snacks
Fast growth with a flexible system that is both expressive and consistent
The brand was built around a simple, brilliant idea: healthy ingredients going undercover — chocolate cover. My client invented the product herself, wanting a chocolate indulgence that didn't compromise on nutrition. When I first tasted it, I knew it had something special — light, crunchy, and genuinely satisfying.
The logo character, “the Spy,” wears a conspicuous disguise — a bright fedora and a fake mustache, which is of course no disguise at all. What makes the system expandable is that the hat changes with every flavor, and the whole costume transforms for holidays: a vampire cape for Halloween, a Santa hat for Christmas, a pink rabbit suit for Easter. New flavors and seasonal editions can be added indefinitely without touching the core brand identity — just change the hat.
The line comes in multiple sizes: 3 oz bags, large club bags carried at Costco, film wrapped crisps (you may have seen on United Airlines flights), and multipack boxes.
The Spy goes Undercover
The Spy goes Undercover as Dracula
The Spy goes Undercover as Santa
Undercover as Easter Bunny
Undercover x Wicked
This was a collaboration with Universal Studios.
Universal’s design department creates elements for licensees to use, and their head designer suggested layouts for us. It was fascinating to work with them.
This special product is available at Target.
