It's Skinny
The Story
It’s Skinny had traction. A unique product. A growing customer base. But the positioning was not right. It was falling flat with new audiences and starting to limit how the brand could grow. The team knew they needed to evolve. Not just how they looked, but how they spoke. Not just the packaging, but the promise behind it.
That’s where we come in. Together with It’s Skinny, we worked to reposition the brand for long-term growth. That meant exploring new names, refining the brand voice, and developing packaging that felt more intentional and inviting. And that also meant saying the things that were unsaid. Breaking some rules.
The scope grew quickly and what began as a design and naming project turned into an ongoing partnership. We’re crafting national campaigns, producing brand films and making sure media runs right.
The (r)Evolution of the Brand
It’s Skinny was always about breaking the rules and disrupting the category with great taste, convenience, and better-for-you benefits. But over time, the name started to hold the brand back. “Skinny” no longer felt like a revolution; it felt outdated. The brand needed to evolve in a measured way.
Our mission:
- Maintain enough visual and verbal familiarity to carry loyal customers through the transition.
- Signal a clear evolution in tone, purpose, and inclusivity to welcome new brand fans.
- All of this is rolling out in phases, with a transitional packaging system currently in market.
It's That Simple
We needed a campaign that could bridge where the brand is and where it’s going.
The creative had to do more than just look good — it had to carry the weight of a brand in transformation. It needed to feel consistent and connected across all product lines, while also planting seeds for the future.
So we built a campaign rooted in simplicity, craveability, and real behavior. We looked at how people shop, scroll, snack, and share. Then we crafted social-first messaging and visuals that felt effortless but intentional.
And we broke a few rules along the way.
"When you’re building a breakout brand, every partner matters. We made a big bet on a small agency, and Geletka+ went all in. From strategy to storytelling, they helped us shape a brand that’s bold, clear, and built for the pace we’re moving. They didn’t just understand the brand — they amplified it."
Bryan Guadagno, It's Skinny CEO
We can't wait to show you what else we have cooking. This brand isn't afraid to say "F*** the Rules."
Credits
Amanie Safadi + Jeremy Johnson + John DeLuca + Joe Wangler + Nancy Mines + Anders Newman + Austin Bond + Aiden Domenz + Caroline Swain + Kristian Vazquez + Anwar Khuri + John Geletka + Katie Sullivan + Christina Downey + Bryan Guadagno + Jade Edulan + Olivia Bezoni + Elad Barkan