Goal
Heaps needed a distinct brand that balanced health and indulgence while standing out in the plant-based market. Using strategic design and messaging, we created a brand that delivers happiness in every bite.
Services
Brand Strategy
Visual Identity
Packaging Design
Website
Photography
Tagline Creation
Our first step with Heaps was uncovering what made them special beyond their focus on plant-based ingredients. Through our brand strategy workshops, we anchored the brand around “Heaps of Happiness” — a message that contextualizes their unique name and celebrates both sensory delight and healthy nourishment.
Brand Strategy
We then focused on understanding who their audience was and what they craved:
- Plant-based dieters sought clean, protein-rich alternatives
- Busy, on-the-go consumers valued convenience without compromise
- Novelty seekers wanted a brand that sparked curiosity and excitement
These insights helped us craft a positioning that balanced health and indulgence, standing apart from competitors who often leaned too heavily on function alone.
Logo System
Inspired by the golden surf era of the 70s, we crafted a logo that playfully references the brand’s focus on a healthy, vegan lifestyle and its Miami origins. The custom wordmark is bold and approachable, blending nostalgic charm with modern aesthetics. The Heaps logo system is designed to be flexible for maximum impact across different executions.
Packaging Design
Our goal was to differentiate Heaps from other peanut butter brands on shelf while speaking to a discerning consumer who responds to design-forward brands that focus on a healthy living. The design touches on a nostalgic surf aesthetic while still feeling modern and energetic.
From the Client
“Starting a business is not easy and comes with a ton of difficult choices — our best one was deciding to work with Murmur. From finding our voice and building a beautiful website from the ground up to creating truly innovative designs that have massively exceeded our expectations, Murmur was there, holding our hand every step of the way. I can't express enough how impressed I am with their friendly and down to earth team full of immensely talented and smart people. Thank you Murmur for being the heart of Heaps.”
Annie Kimmelman
Founder & CEO
Website Design & Development
Our collaboration with Heaps resulted in a playful, easy-to-navigate website, where our fusion of branding, photography, packaging, and copywriting takes center stage. The bold graphic style combined with decorative borders and charming illustrations position the brand as a thoughtful, bespoke product designed for a knowledgeable audience.
Social Media Toolkit
We extended the website design into a social media toolkit. This ensured memorability and a seamless journey for consumers across different digital platforms. The toolkit includes content templates, patterns, and numerous illustrations to help express the brand in a lively, expressive way.
PR Boxes
To accompany the launch of Heaps, we collaborated on a PR box to send to influencers and store buyers. We designed a custom branded box for delivery, introducing Heaps from the moment recipients lay eyes on the package. The box included both Heaps squeezable and spreadable peanut butters, a dad hat emblazoned with the Heaps tagline, and a pamphlet telling the Heaps story and outlining recipes you can enjoy their peanut butters with.
Brand Photography
Beautiful products are brought to life through considered visual storytelling. To launch the Heaps brand, we developed a collection of photographic and video content. We focused on the brand uniques, like squeezable peanut butter, and created a collection of stills and short-form recipe videos with the product as the hero.
Styled to feel like a modern take on a 1950’s kitchen, the images marry retro charm with a focus on healthy living.
