tru organics

insights // naming & identity // brand design

J&J Snacks, home to some of the world’s most beloved frozen dessert brands, engaged Honey to craft a new brand name, identity and packaging system for its first foray into organic products.  After conducting a competitive survey and online research study, our insights team identified the notion of “Truth” as a simple yet resonant concept among the consumer target.  In order to create a more defensible brand name, and to convey a more modern feel, this theme was evolved to TRU, which has since expanded beyond desserts to include a full array of frozen organic products.