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 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

The 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.

Where sustainability meets shelf disruption

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.

MyBacon Packaging