A pioneer in the better-for-you snacking and baking aisles, Simple Mills sought a new toolbox of brand assets that could express their nutrient rich, dietary dense, biodiverse brand mission. The current brand impression lacked exuberance and was too unified across categories, missing the opportunity to meet different category codes and cues needed to win. In an evolving landscape moving from "free from" to "full of", we focused on the goodness within, rather than hyping up what the brand leaves out of its products. Our solution is a vibrant, colorful, and illustratively-rich expression that honors all of the good stuff inside a Simple Mills cookie, pancake, or cheesy cracker. A bespoke, hand-done illustration style artfully highlights the ingredients used across the Simple Mills portfolio, narrates the farming practices that grow them, and heroes the individuals who enjoy them. Rich in texture, they're balanced with a simple geometry inspired by the Simple Mills logo, adding depth and humanity to the brand world.