Three strips of cooked bacon in a black skillet on a wooden surface surrounded by moss, yellow mushrooms, gray mushrooms, fern leaves, and a cookbook page titled "My Bacon" with a photo of bacon strips.

MyBacon Packaging

The Challenge

Making mycelium bacon irresistible in a struggling category

MyBacon, a revolutionary mycelium-based bacon alternative, needed packaging that could do the impossible: stand out in the crowded alternative protein aisle, communicate sustainability and health benefits, educate consumers about a new ingredient (mycelium), and drive trial with minimal marketing budget support.

The stakes were high - in a category filled with bright reds, greens, and blacks, where legacy brands like Lightlife and Morningstar dominated shelf space, MyBacon needed packaging that worked as hard as a full marketing campaign.

The Creative Solution

Butcher paper inspiration meets strategic shelf disruption

Instead of following category conventions, we zigged where everyone else zagged. Our breakthrough insight: create packaging that felt more natural and authentic than the processed-looking competition.

The Kraft Envelope Design:

  • Inspired by traditional butcher paper wrapping

  • Deliberately simple and natural aesthetic

  • Strategic color disruption in an aisle of bright, artificial colors

  • Functioned as a powerful billboard on shelf

Strategic Communication Hierarchy:

  • Clear ingredient story and "free from" statements

  • Essential certifications (Plant Based Foods Association, Keto, Kosher)

  • Appetizing cooked product photography for cooking reference

  • Brand story on back panel with ample cooking instruction space

Sustainable Packaging Innovation:

  • FSC certified kraft paper stock

  • Recyclable and compostable materials

  • Custom shipper display case for optimal shelf presentation. Designed to maintain structural integrity while standing up


Store shelf filled with various packaged vegan and vegetarian protein options, including shelves of tofu, tempeh, and plant-based meat substitutes.
Packaging of MyBACON plant-based bacon strips, labeled as animal-free, gluten-free, dairy-free, and soy-free, with an illustration of three cooked bacon strips. Includes certifications for keto and plant-based, and mentions minimal ingredients.

Results that SMaCk

6X velocity performance in year one

Within the first 12 months of distribution, MyBacon didn't just launch - it dominated:

  • 1,400 retail locations across natural channel

  • #1 selling breakfast alternative in frozen and refrigerated sections

  • 6X velocity performance over established legacy brands

  • Category leadership achieved with minimal marketing spend

The packaging became the primary driver of awareness and trial, proving that exceptional creative can outperform big marketing budgets when strategy meets execution.

This project showcased our ability to:

  • Think beyond category conventions to create breakthrough positioning

  • Balance multiple strategic requirements without compromising design integrity

  • Deliver measurable business results through creative problem-solving

  • Execute sustainable solutions that align with brand values

MyBacon's success proved that when you combine strategic thinking with creative courage, you can transform market dynamics - even in the most challenging retail environments.