National Food Group had a problem: their healthy school snack line, originally called “Get Vertical,” had zero personality and zero pull with kids. It met the nutritional standards, but wasn’t winning over the real decision-makers — the students. Worse yet, the brand had no pathway to retail. The challenge: How do you get kids to crave healthy food — and ask their parents to buy it?
We blew up the whole approach and started over. The new brand? Zee Zees — a planet of snack-loving, health-conscious aliens, each one with a different personality tied to flavors, nutrition goals, and fun. It wasn’t just a rebrand. It was a universe. We designed bold packaging, created characters that popped off the lunch tray, and built an identity system that made kids want to collect, share, and snack.
What began in the lunchroom soon jumped to grocery shelves. By turning school snacks into a lifestyle brand with serious shelf appeal, we gave Zee Zees the traction it needed to move from institutional to individual — where kids asked for it by name.
Healthy snacks kids actually want — not just what schools approve.
Built a playful, character-driven universe rooted in fun and collectibility.
Created vibrant packaging that turned products into personalities.
Zee Zees didn’t just become a brand kids loved — it became one they asked for. From the school cafeteria to the kitchen pantry, the brand created emotional loyalty built on fun, flavor, and personality. A once-ignored product became the category’s breakout brand.
Fastest Growing Snack Food in k-12 Category
in the first two years
Expanded product line and licensing potential through Zee Zees characters
We met kids where they are — in their imaginations. The science said healthy. The story made it irresistible.
Let's Go Intergalactic
