• Transform magazine
  • October 25, 2021


Wunderoots rebrand celebrates 'the carrot'

Wunderoots 1

White Plains, New York, based Bolthouse Farms, makers of the Wunderoots, a carrot-based alternative to traditional foods, worked with design agency, Little Big Brands, to develop a new brand identity aimed at capturing a sense of fun and culinary adventure.


Wunderoots targets consumers eating a plant-based diet, but also flexitarians and people trying to incorporate more vegetables in their diets without sacrificing some of their favorite foods. This includes carrot-based rice and pasta dishes and carrot ‘dogs,’ an alternative to the traditional hot dog. 

Little Big Brands sought to create a design that would have some fun and be a bit cheeky to help consumers discover the Wunderoots products, says Richard Palmer, executive creative director of Little Big Brands.

“Having worked with Bolthouse for years, we are no stranger to the brand, but this was a unique opportunity to craft something disruptive and flex our design muscle,” he says.

Inspired by the name Wunderoots, Little Big Brands developed a hand-drawn identity which is both ownable and customisable and aims to celebrate the carrot. The different illustrations tell the story of the brand whilst also helping consumers understand the product offering.

“We wanted to create imagery that would stand out in the category and help communicate the product to the consumer. Since this might be a new proposition for many, the package design has to work hard to educate consumers at the shelf,” says Pamela Long, Little Big Brands’ director of client services.