Design agency JKR came to us with the brand, which already had a look and the beginnings of a tone. Playing on the Hippeas name, JKR were channelling hippies’ ’60s’ peace, love and chickpeas ‘vibe’. But they needed help to pin the tone down – how hippie is a hippea? We toned down their original ‘revolution’ stance and helped them find other ways to, like, play on the hippy tone – without it becoming too distracting or OTT.