MoonPIe
Building a creative model for heritage innovation
Building at the edges of Americana
When MoonPie's marketing team approached Whiteboard in 2014, they needed partners who could match their ambition to evolve a century-old snack brand without losing the authenticity that made it beloved. What began as support in imagining new product offerings and opportunities has evolved into something different: a creative partnership model where we function as an extension of their marketing team. Over eleven years, we've moved from executing single projects to exploring the edges of what MoonPie can become, testing ideas at low risk and moving quickly when concepts prove viable.
Anchoring the next century in the first
MoonPie's 100th anniversary presented an opportunity to position the brand for its next century while honoring the heritage that carried it through the first. Working closely with their marketing director, we developed a comprehensive brand refresh that brought vintage elements forward with contemporary precision.
We refined the logo to work at every scale, from mini-pie wrappers to massive RV wraps.
The packaging redesign balanced nostalgia with modern shelf appeal, introducing a centennial seal that became a badge of authenticity. Every design decision reinforced MoonPie's position as "The Original Marshmallow Sandwich" while creating visual systems flexible enough for future innovation. This foundational work established trust and proved we understood how to evolve heritage brands without abandoning their roots.
When tins became currency
The centennial work gave us credibility. The vintage tin program gave us creative freedom. MoonPie's marketing team recognized the growing appetite for collectible packaging, and together we developed a strategy that went beyond typical limited editions. What started as a single Tractor Supply Co. exclusive expanded into a national retail program.
Working with Walmart, Cracker Barrel, and other major retailers, we created distinct tin designs that told different chapters of MoonPie's story. Each design drew from specific eras of the brand's history,
transforming packaging into keepsakes customers wanted to display. The tins became conversation pieces that extended MoonPie's presence from pantries to coffee tables.
The success came from understanding that MoonPie collectors aren't just buying snacks. They're investing in Americana. When the tins drove measurable incremental revenue while building brand equity, it created permission for something unusual: the freedom to explore without the constraints of typical agency relationships.
Chocolate lakes and marshmallow mountains
With proven results in retail and a track record of protecting brand integrity, our partnership shifted. MoonPie's team gave us room to experiment, understanding that innovation requires testing ideas before they're fully formed. We developed a process that's both agile and intentional, exploring concepts rapidly while maintaining brand coherence.
When Adams Litho introduced printing capabilities enabling mass customization, we prototyped what MoonPie could become without current manufacturing limitations. National Parks-inspired collectibles where every package is unique. Glow-in-the-dark "Midnight Snack" editions.
State-specific designs sold only in their respective regions. These concepts push far beyond traditional MoonPie territory, and that's intentional. By exploring the edges, we help define the center.
This exploratory work serves multiple purposes. It tests market appetite for premium positioning. It identifies potential partnerships with artists and cultural institutions. It prototypes new product categories. Many ideas remain in development, waiting for the right moment. Some will never launch. But the process keeps MoonPie's marketing team ahead of trends rather than reacting to them.
Whiskey labels and brand calibration
The creative trust we built through experimentation enabled more sophisticated brand extensions. When MoonPie partnered with Jim Beam to create a branded whiskey, we developed label designs that respected spirits tradition while maintaining MoonPie's personality. The challenge was positioning "The Working Man's Reward" in the premium category without abandoning blue-collar authenticity.
Coffee products required different calibration, bridging morning routines with the midnight snack brand identity.
Each partnership demands careful balance, ensuring MoonPie enhances rather than dilutes its partner brands. Beyond product extensions, we've developed experiential marketing that brings the brand directly to consumers. The centennial RV wrap became a rolling celebration at events nationwide. For America's 250th anniversary in 2026, we created concepts positioning MoonPie within the national celebration using patriotic imagery that feels authentic rather than forced.
The model that emerged
Today, MoonPie operates with creative agility that most heritage brands struggle to achieve. Their collectible tin programs drive incremental revenue across major retail partners. Strategic brand extensions have moved them into spirits and coffee without diluting their core identity. Limited editions create urgency around a familiar product while testing new markets and price points.
What started as centennial design work has become something different. MoonPie tests ideas rapidly, moves proven concepts to market quickly, and explores the edges of what a century-old brand can become. The next hundred years look wide open.
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