Crazy Richard's Peanut Butter had built a loyal following on the strength of a simple, clean product. But the brand had lost momentum and needed something new to reignite market interest.

The work started with customer research, digging into what Crazy Richard's fans valued and what a new product from this brand could credibly offer. Those insights shaped a naming process that landed on Wholly Rollies, a name that felt playful, memorable, and true to the brand's personality. Three distinct packaging concepts were developed and tested directly with consumers before refining the strongest direction into a final, shelf-ready design.

Wholly Rollies launched successfully into Target, Kroger, and Walmart, giving Crazy Richard's real retail traction and renewed momentum.