AWAKE Energy Granola marks the first major extension for the brand, which first reached consumers with caffeinated chocolate bars. Helping launch North America’s first mass-consumer-centric caffeinated granola is the challenge undertaken by Tether of Seattle WA and Portland OR.
The brand rests on a promise of being a functional snack, and the message is delivered with the help of spokes owl Nevil. For the granola, Tether stayed true to AWAKE’s nature with expressive lettering, quirky illustration, and atypical layouts. But the packaging veers off with fresher color palettes, and copy that puts emphasis on more outdoorsy and active use cases.