Tom’s Perfect 10
Tom’s Perfect 10 is a granola line that launches unique, experimental flavors, from “Mangonada” to “Flaming Chocolate.” Each pack comes with a scorecard where consumers, upon trying each flavor, can review the granola based on certain criteria and provide feedback that will help Tom find the perfect ten-out-of-ten recipe.
This brand was born out of Tom Bannister’s passion and hobby for tasting and making granola. What started out as an informal granola review series on his Instagram stories — infamously incorporating creative elements like music and GIFs — eventually turned into him experimenting with his own recipes and documenting the journey online. It was not until 2020, once Tom began making larger batches out of a cooking incubator based in NYC, when Tom decided to invest his time into launching his own line of granola called Tom’s Perfect 10. He began experimenting, creating, and shipping out his granola creations and putting them on the market — a reflection of the creativity that arose during the pandemic and reminds of NYC’s wider resilience and grit. Within the first launch, the brand already amassed 15,000 people on its waitlist. Today, the brand consistently releases 4,000 batches of an exclusive flavor every month.
Creative direction: The Working Assembly + Jolene Delisle
Art Direction & Design: Rachel Wilkinson & Zoe Larson
Web Design: Sarah Sprinkle
Photography: Emily Simms
Tom wanted his new branding to reflect the “classic” style of vintage packaging, and throughout the logo exploration process we drew inspiration from pop culture, music, and fashion. The logotype is reminiscent of retro chunky typography, with an added drop shadow to contrast the brown kraft bags. The system uses bright secondary colors and a clean sans type to keep the brand feeling modern. We also redesigned his previous logo mark, a silhouette of Tom and his famous mustache, giving him a more cleaned-up look. Tom especially enjoys playing into the comedic aspect of granola, reimagining a traditionally-bland space and injecting life into it through introducing elements of his family and a colloquial tone.
