Founded by brothers Michael and Sebastian, Greenridge blends European roots with Chicago pride and an obsession for all-natural, artisanal meats. But while the products were excellent, the brand lacked the distinction and story to match. The challenge: to grow the protein snack range, giving it as much charisma and larger-than-life character as the brothers behind it.

We put the brothers centre-stage, recasting them as lively ‘Deli Guys’; their brotherly back-and-forth driving the story, spilling into counter-talk one-liners that bring warmth and wit to the category.

Around them, we built a world alive with Chicago’s deli culture. From a palette of grass-fed green and cured red to bold butcher’s-block typography, the identity reflects the care behind every ingredient. An unmistakable brand with cut-through character across sticks, packs, and trucks.