18 Rabbits Granola and Bars

In 2007, Divinely D’lish, a local company devoted to producing hand-made granola, found itself with a successful product line in need of a new name, identity and packaging.

Small town beginnings to a big time presence

Wanting to remain true to the founder‘s unique history, we developed a name by scouring her personal journal entries (she had a collection of rabbits hopping around outside of her kitchen when she was growing up in rural Texas). Utilizing simple, two-color graphics with an iconic punch, the new packaging system is a commercial success, allowing her delicious products to expand its retail avenues to Dean & Deluca, Whole Foods Market and countless gourmet stores across the United States.

The bold color coding and typographic system denote specific flavors as well as as well as each product's unique health benefits. Point of purchase visibility has been one of the keys to the brand’s quick growth


Naming, Corporate Identity, Packaging, Materials & Collateral, Retail & Environmental Design, Custom Typography, Illustration


18 Rabbits, San Francisco, CA


Really Good Packaging Explained / Step Design 100 Annual, Readers’ Choice Award / 2 features on The Dieline / Lovely Package Feature / Box Bottle Bag / Basics Logos / Los Logos: Compass / Creative Quarterly 19 / Boxed and Labelled Two! / American Trademarks


Bunny Bar writing by Darren Farrell

These brightly colored caddies feature the die-cut rabbit emblem, creating a fun register-side display at retailers like Peet’s Coffee & Whole Foods Market. The master-shippers feature bold super graphics that stand out on even the most crowded grocery store shelf.

In 2010, 18 Rabbits decided to expand their already successful product line to include smaller bars aimed at a younger market. Although created for kids, the smaller bar size was also developed for adults looking for a smaller, lower calorie snack. The resulting branding and package design is appealing to kids and adults alike.

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