EVIL SNACKS
Services
Brand Strategy, Creative & Art Direction, Packaging Design, Web Design, Campaigns
Client
EVIL Snacks
Location
Las Vegas, NV, USA
Year
2022-2026
SINFULLY WHOLESOME. CRUNCH WITHOUT THE GUILT.
Overview
EVIL Snacks was built to challenge a category that had gotten too comfortable playing it safe. As a mushroom-based snack brand in a market flooded with either bland health food or guilty-pleasure junk, EVIL needed to occupy a space no one had claimed: unapologetically indulgent, genuinely better for you.
I created the brand from the ground up - the name, the positioning, the visual personality, and the strategic foundation that everything else was built from.
Packaging
The packaging had to solve a problem : communicating a product you can't yet photograph, for a consumer you haven't fully defined yet, on a shelf surrounded by brands with ten times the budget. The original direction leaned into the EVIL name with flames and aggressive dark energy - until consumer feedback revealed it was reading as spicy product, or worse…psychedelic mushrooms.
The redesigned packaging system stripped back the literal and doubled down on the ownable: bold typographic blocking, the brand's signature squiggle forms, and a red-black-white palette sharp enough to stop someone mid-aisle.
Every design decision was anchored to a specific communication job - and every change was justified by something a real consumer said.
web design
The EVIL Snacks website needed to do what the packaging did on shelf: stop you, make you curious, and move you toward a purchase before the novelty wore off.
Built to reflect the brand's unapologetic personality - dark, punchy, fast-loading, and direct - the site was designed as a commercial tool first and a brand statement second. Product clarity, flavor differentiation, and purchase conversion were the design constraints. The aesthetic followed from there.
Brand strategy & identity
Before any logo was finalized or any packaging went to print, the strategic foundation had to be right. I developed the full brand strategy for EVIL Snacks - the consumer positioning, the brand truth (Less Guilt. All Indulgence.), the voice and tone, and the competitive frame that differentiated a mushroom chip from everything around it on shelf.
The creative output was strong because the strategic input was specific.
Social & digital ADS, prints
EVIL Snacks launched without a large media budget, which meant every piece of social and digital creative had to earn its place.
The content strategy was structured around four pillars - product, education, lifestyle, and UGC - giving each post a defined job in the consumer journey rather than posting for the sake of posting.
Ad creative was built to address the biggest barrier in the category head-on: consumer hesitation around mushrooms as a snack format. The visual and copy approach led with crunch, flavor, and surprise - then backed it up with the functional story. Scroll-stopping first, credible second.
UGC
The Wegmans retail rollout required content that could work at the shelf level - proof, not polish. The UGC strategy was built around three campaign directions specifically designed to dismantle the most common consumer objection: "I don't like mushrooms."
The Kids Blind Taste Test campaign leveraged one of the brand's strongest organic insights - that children loved the product without knowing what it was made from - and turned it into repeatable, shareable content that spoke directly to parents buying snacks for their family.
First Bite Reaction content captured the genuine surprise of the crunch.
Cooking with Evil expanded the usage occasion beyond snacking entirely.
Each brief was written to give creators real creative latitude within a tight strategic guardrail - content that felt native, not scripted.