When Shark Tank alum Sean Knecht and Top Chef’s Joe Sasto called us, they had an incredible product with a brand that didn’t match. With a goal to break through the crowded grocery space and become one of America’s favorite snacks, the pressure was on to help cement them in cupboards across the country.

We started by uncovering the brand’s roots, leaning into the concept of “Italian-ish and American-ish” and the boldness of the Italian phrase “Tanto Si,” which translates to “So Much Yes.” We had some fun with bold typography, pops of color, and finding creative ways to highlight the product itself, while still remaining on tone and on brand for the snack aisle’s next shining star.