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Crazy Bowls & Wraps


A casual dining franchise evolved their story to prove that healthy food can be fast, fun, fresh and good for your conscience.

Bigger and Better

The Crazy Bowls & Wraps story began in 1994, when Keith and Gail Kitsis opened a healthy fast-casual restaurant in Creve Coeur, Missouri. In 2016, Crazy Bowls asked Atomicdust to refocus the brand as they prepared to expand to Ohio.

Go for the Good

Because Crazy Bowls & Wraps has begun to explore sustainability, clean water and food desert initiatives, we built a brand around the mantra “Go For The Good.” And to keep “crazy” relevant to the new mission, we tied it to passion: “Everyone’s crazy about something. We’re crazy about the thought that food this good might bring more good into the world.”

A Healthy Balance

To ensure the global message didn’t feel too heavy, we gave the brand a light, quirky visual personality and palette. Handwritten type and tiny line drawings further differentiate Crazy Bowls, and new food photography taken at Atomicdust showcases the freshness of the ingredients. These elements can be found on every expression of the brand – from menus and to-go bags, to the new Crazy Bowls & Wraps website.

Inside and Out

Working closely with Helen Lee of TAO + LEE Associates, we translated the brand essence into three dimensions, reimagining everything from the organization of the menu, to napkins, cups, in-store wayfinding, outdoor signage, enormous wall graphics and “virtual posters.”

As Good as Gold

Our work for Crazy Bowls & Wraps has been recognized by Graphic Design USA in both their 2016 American Package Design Awards and 2017 Health + Wellness Design Awards. Special thanks to R.J. Hartbeck for contributing some really great photography of the new brand.