Spitz Sunflower Seeds

Dallas, Texas

Brand Strategy | Visual Identity | Illustration | Packaging

Flavor in Every Spitz

I remember the first time I picked up a bag of Spitz Sunflower Seeds. The packaging was nothing special, but the name? Iconic and memorable. Fast forward 8 years later, I got blessed with the chance to play a role in a complete rebrand. The Sunflower Seeds category at FritoLay had been in decline for the past decade, and the two brands at FritoLay, Spitz and FirtoLay Seeds, needed consolidation and a refreshed brand to help make the business unit more profitable. We were tasked with exploring and building a new brand strategy for Spitz, from visual identity to tone of voice and packaging. My direction, Heavy Hitter Flavor, tested best among our target audience and Mr. Spitz made his debut in Spring of 2024. It was one of my favorite projects I’ve ever worked on, and one of the best teams I’ve worked with.

Step 1: The Audit

A deep dive into the category and the visual landscape of the various competitors in the marketplace, as well as looking specifically at Spitz and Frito-Lay Seeds. We identified opportunities for packaging improvment as well as diving into case studies of other brands that have faced these challenges (select slides shared below).