My Motto

Who said a sweet snack can’t be both delicious and wholesome?

“Good for you” is the new motto of My Motto, a brand of indulgent wafers born in 2018. Its original communication codes, breaking away from the conventional category norms, were designed to appeal to a young audience as “a bold and unconventional snack.” Now, after years of global success, the brand has decided to embrace the market’s evolving needs by selecting more wholesome ingredients and repositioning itself as a treat that is not only delicious but also “good for you”—a guilt-free indulgence.

This is not just a simple restyling but a complete repositioning, entrusted to Break, which developed a packaging concept aligned with the brand’s new philosophy, striking a delicate balance between recognition and innovation.

The first step was redefining the visual identity: the design remains indulgent and creamy but with a more natural and realistic feel. Black, which strongly identifies the brand but doesn’t convey wholesomeness, has been limited to the brand area, allowing more space for vibrant flavor colors.

A claim system has been added to highlight all the natural benefits, while the logo has been simplified with a more balanced weight between the two words. Finally, the category name “Crispy Wafer” has been clearly and visibly included—crispy, wholesome, and irresistibly delicious.