Building a Brand-New Brand

When ampm, Thorntons and TravelCenters of America were launching a new private label offering, they needed a brand that was as unique and bold as the products it would sell. So they turned to RPA, and we created that brand.  

Introducing: epic goods

epic goods is all about making it easy and fun to satisfy cravings with products that rival National Brands, but at a substantial value.

The RPA package designs rely on a bright color palette that grabs attention in the aisles and beautiful macrophotography of the products to stoke cravings. While the packaging copy highlights tasting notes that make mouths water.  

The epic goods branding communicates both the quality of the goods and how epic they’ll make guests feel. From the simple, yet fun Smile-e logo to the clever tone and friendly and approachable personality of the brand voice to the vivid flavor-filled world that the imagery creates – the brand was designed to stand out in guests’ minds – not blend in like many other private-label brands.

We crafted epic goods to be a brand worthy of its name, which is why even though the brand is brand new, it’s already flying off the shelves.