WWW.MUST.LOVE
Andy Kurtts WHAT PROMPTED YOU TO RE-DESIGN YOUR PACKAGING AND BRANDING?
by Andy Kurtts
HOW IT STARTED
HOW IT’S GOING
Hannah Hong By 2018 we had two seperate lines, fruit based Hakuna Banana and oat milk based Totes Oats. We are a small company and while our banana line had gained significant traction and visibility we saw there was a lot of opportunity for our oat line. We wanted to invest in building out those products but we had a hard time creating traction for them. A year and a half after launching Totes Oats we took a step back to strategize and
Must Love, Formerly Hakuna Brands
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n the second installment of his series, "How it Started, How its Going," Andy Kurtts, Founder and Creative Director at Buttermilk Creative discusses the Must Love packaging evolution with Co-Founder, Hannah Hong. Best friends Hannah Hong and Mollie Cha came up with the idea for Must Love (formerly Hakuna Brands) in 2016 when they started experimenting with a non-dairy ice cream alternative recipe. Both women have been lactose intolerant since their early 20s. After spontaneously trying a banana-based recipe one afternoon after work, they
knew they were onto something special. After perfecting their creamy, indulgent recipe they dove head first into launching their fruit based brand Hakuna Banana. In 2018 they launched Totes Oats, an oat milk based ice cream. Then, in early 2020 they relaunched all products under the brand Must Love.
decided to rename and relaunch an umbrella brand for both lines to live under. In early 2020 we launched everything under Must Love. AK WHAT WERE YOUR GOALS FOR THE REDESIGN? HH First we wanted to combine Hakuna Banana and Totes Oats into one brand to eliminate confusion and to be able to refer to all products by the same
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