Wholly Balls brand guidelines cover

Wholly Balls: A snack brand with actual bite.

A loud, playful identity system for protein bites that needed to feel craveable, not clinical.

The Problem

Protein brands can get painfully serious. Wholly Balls needed to keep the functional promise of a protein bite while making the product feel joyful, flavorful, and easy to remember.

Wholly Balls logo lockups
The primary logo system is chunky, rounded, and direct, giving the brand personality before a single flavor is introduced.

The name gave us permission to be bold. The work was about making that boldness useful: recognizable on a shelf, flexible for packaging and flavor systems, and still clean enough to feel like a real food brand.

The identity had to feel like a treat without losing the nutrition cue.
Wholly Balls protein bite product photography
Product photography keeps the natural texture of the bites front and center.

The System

The system pairs a heavy, bubbly wordmark with a wide color palette, topographic texture, and simple supporting typography. It gives the brand the range to be silly, seasonal, outdoorsy, or ingredient-led without losing the core voice.

Wholly Balls Milkbar typography sample Milkbar
Wholly Balls Dumpling typography sample Dumpling
The type system adds bounce while keeping room for practical, readable information.
Wholly Balls color palette
Wholly Balls WB shorthand marks
A wide flavor-friendly palette sits alongside compact WB marks for small-format brand moments.
Wholly Balls topographic pattern Pattern
Wholly Balls supporting typography and color Support System
Supporting assets give the system texture without repeating the primary brand pieces.

The Range

The system can move from close-up product appetite appeal to big scenic brand moments. That range matters for a snack brand that can live in packaging, social, outdoor content, and retail surfaces.

Wholly Balls The O.G. package mockup in a mountain setting The O.G.
Wholly Balls The Ma-stachio package mockup in a mountain setting The Ma-stachio
Packaging mockups show how the identity can stretch across flavors while still feeling unmistakably Wholly Balls.
Wholly Balls landscape brand imagery
The imagery direction brings in a natural, rugged counterpoint to the brand's playful typography.

The result is a protein bite brand with appetite appeal and memory. It looks fun because the product should feel fun.