McElveney & Palozzi | Design Group Inc.

Uncle Wally's Smart Portion Muffins

McElveney & Palozzi Creates Branding Program for Uncle Wally’s Smart Portions Muffins Launch.

Uncle Wally’s, founded in 1995 by Wally Amos of Famous Amos Cookies fame, is the #1 branded in-store bakery muffin and is one of the top muffin manufacturers in the U.S. They produce a broad selection of nutritious gourmet and home style muffins that are sold in stores such as A&P, King Kullen, Pathmark, Winn Dixie, Wal-Mart, Sam's Club and Costco.

Uncle Wally’s developed a low-fat, whole-grain baked goods product line called Smart Portions, which included Smart Portions Muffins and Brownie Cups. Our task was to create an identity for the line, which included a logo, packaging and a branded look for their ads and other marketing initiatives. The Smart Portions Muffins packaging was honored to be included in the American Corporate Identity 22 book, a prestigious and highly respected showcase for the best identity and branding nationally.

For the logo, a diet food oriented color palette of green was used, with a script type font and linear curves to appeal to the female target audience. We incorporated a bakery-fresh white background in the package design, which made the bold colors of the graphic elements come alive. We developed a color identifier flavor band into the package design, for easy flavor differentiation at the shelf. A combination of photography and illustration was used to create an appealing product image, as well. We continued this clean branded look for their ads in Weight Watchers Magazine. The reaction of weight-conscious consumers after viewing the ad and learning of this healthy product line has been tremendous.

Uncle Wally’s success continues. As a result of the success of the Smart Portions line, Uncle Wally’s commissioned McElveney & Palozzi to develop a brand/identity and packaging for a totally new product category for the slice and bake section of the dairy case called Oven Luv’n Muffins. In June of 2006, they were introduced to the consumer in Walmart Supercenters nationally. This new concept in the slice and bake segment of food products, combined with the dynamic branding that M&P has developed, is creating it’s own exciting success story.


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