It's Skinny

It’s Skinny is a lifestyle food brand redefining pasta by removing the guilt and keeping the joy. With bold flavors and a bold identity, the brand serves health-conscious eaters who want freedom and flavor without compromise. By challenging the category and leaning into fun, modern design and messaging, It’s Skinny makes better-for-you choices feel exciting, approachable, and mainstream.

Despite wide distribution and placement in major retailers, It’s Skinny lacked a clear, consistent message. The brand’s personality and voice were scattered, diluting impact and limiting its ability to stand out on crowded shelves. Leadership knew the product had global potential—but needed sharper positioning, a unified personality, and messaging that would resonate with consumers everywhere.

Studio Wisdom led a two week brand sprint to clarify It’s Skinny’s personality, tone of voice, and key messaging. Through workshops and collaborative strategy, we distilled the brand down to its true essence: a friendly rule-breaker. Blending the Rebel (challenger, disruptive, bold) with the Everyman (approachable, simple, inclusive), we built a messaging framework and tone of voice guidelines that positioned It’s Skinny as pasta without compromise—playful, empowering, and irresistible.

The refined brand personality and messaging gave It’s Skinny a consistent voice across packaging, marketing, and retail presence. Instead of feeling scattered, the brand now projects confidence and clarity—making it easier for consumers to like, know, and trust them. This alignment has helped It’s Skinny stand out against competitors, strengthened leadership’s confidence in the brand direction, and supported its continued growth in global markets with stronger recognition, loyalty, and sales.