LesserEvil

As a top selling snack product in the natural category, LesserEvil partnered with Off Center to provide a variety of creative and technology solutions to articulate their brand messaging and company mission.

What we did

Creative Strategy
Creative Design
Website Design
Website Development

We began with a deep dive into both their company philosophy and product. Their three primary product lines consist of the flagship organic popcorn, paleo puffs, and egg white curls. Each snack is crafted to meet specific dietary needs, and LesserEvil works hard to make sure they can offer an option for everyone. Here at Off Center, we absolutely love their mission and product, and jumped at the chance to spearhead the web side of a cohesive and colorful rebrand.

Three product lines, fifteen flavor varieties, and a whole lot of digital opportunity

A savory and snackable story

Guilt-free snacking is something many brands shout from the rooftops, but few walk the walk as much as LesserEvil. The Connecticut-based company places special emphasis on high-quality ingredients, unique and tasty flavors, and healthier-than-the-alternative. They are distributed nationwide at Whole Foods Market and can be purchased online for US customers. With such a great product, all they needed was a fresh look across the web that only Off Center could provide.

Serving up a web experience visitors crave

LesserEvil had undergone a brand refresh, but lacked a web property to establish their new look online. We sought to develop a site that served two vital goals. The first was to create an intuitive eCommerce experience to sell product online. With consumer behaviors dictating the need for direct online purchasing, we knew a user-friendly eCommerce platform was crucial to this growing revenue stream. The second goal was to use the site as a means of narrative brand story, highlighting their core value proposition: Anyone can satisfy those (sometimes nasty) snack cravings with options that don’t make them feel terrible when it’s done.

A parallax scrolling asset, animated historical timeline, and multiple hover states keep things fresh

To make things fun (and increase site session time), we focused on animation and movement throughout the site experience. To expand on the brand narrative we ramped up the LesserEvil blog, using food and lifestyle as key content pillars. From a UX side we made the eCommerce platform both explorable and easy to filter, focusing on 100% product transparency as a key brand differentiator. For the LesserEvil team, we created a way for them to directly add discounts, change pricing, inventory, and add shipping details on their own. No development required.

As we continue to develop and support the LesserEvil site as well as create assets that support marketing initiatives, we are excited to see how they continue to rise. A brand that once had a tiny-yet-hungry following is blowing up, and we’re pumped to roll up our sleeves and ensure the explosion continues.

Bringing LesserEvil to (everyday) life

Once the website and packaging launched, the “MoreGood” campaign (developed by Cramer Krasselt) hit all owned and paid media channels. The campaign allows the brand to insert itself into positive, everyday conversation and seamlessly talk about the product at the same time. At Off Center, we continue to provide the marketing support needed to amplify this campaign at scale. We create assets for paid social campaigns and other marketing channels and are constantly iterating for optimal content performance. We focus on scroll-stopping short form video content with a purpose that aligns with conversion messaging and upper funnel brand awareness.

Check out whats poppin’ at lesserevil.com