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Boulder Canyon

Go-getters and daydreamers turned out to share one voice.

Client
Utz Quality Foods

  • +17%

    Sales growth, after a 38% slide

  • $100M+

    In yearly retail sales in 2024, two years ahead of Utz’s target

  1. IntentionMapping a plan
  2. AnticipationPumped for what’s to come
  3. DedicationCommitting to the journey
  4. JubilationCelebrating at the top
  5. AppreciationEnjoying the accomplishment
  6. EvangelizationSpreading the lore
One path, two kinds of buyersRedrawn from the original

Boulder Canyon’s sales were down 38%, and its buyers looked like two groups a brand would usually split into two campaigns: go-getters who plan the trip and climb the peak, and daydreamers who find their adventure in the daily grind.

We found they walk the same path, from making a plan to telling the story after, and share one voice: “I strive to do better for myself, and have a little fun along the way.”

So we tied the brand’s values to that shared path, then gave Utz a choice of two brand foundations and four design directions.

The Spirit of the Mountains moodboard from the Boulder Canyon brand strategy: a woman smiling into the sunset, a swimmer floating in blue water, grass in the wind, a trail climbing toward a snowy peak under storm clouds, a walker in the snow carrying a black flag that reads "Land of the Dreamer," and waves of red sandstone
One of four design directions

Completed at Interact on Shelf.

See it

Next

A white neon sign that reads "Curious" above a stairwell at Hotel Celare, with thin red light lines on the wall

Hotel Celare

The name, brand and guest journey for a hotel ranked #4 Best New Hotel in the US.