Mike & Jen’s Hot Cocoa Mix started as a father’s solution to a sweet problem. Founder Dean Packingham wanted something better for his kids—something more wholesome than the sugar-heavy cocoa options lining store shelves. So he made his own blend using natural, high-quality ingredients that delivered the rich, nostalgic flavor of his childhood. But when it came time to grow beyond friends and farmer’s markets, the challenge became clear: how do you create a national-ready brand that still feels homemade with love? The product was already special. It needed a look and story to match—and to stand out in an aisle crowded with cozy clichés.

We embraced the heart of the brand: a dad making cocoa for his kids. With that as our North Star, we built a visual identity that felt warm, whimsical, and unmistakably personal. The logo featured charming cartoon illustrations of Dean’s children, Mike and Jen—instantly relatable and rooted in the product’s origin story.

Then we looked at the competition. Most cocoa brands leaned into the same palette of browns, reds, and oranges to convey warmth. We flipped the script—introducing a light blue that gave Mike & Jen’s an immediate shelf pop and emotional lift. The new color palette evoked snowy mornings, clean ingredients, and a nostalgic wink to simpler times.

To support both direct customers and wholesale expansion, we built a playful, easy-to-navigate website that told the brand story and made purchasing seamless. From voice to visuals, every touchpoint celebrated the joy of real ingredients, real family, and real comfort.

Today, Mike & Jen’s Hot Cocoa Mix is available in all 50 states—and has expanded into Canada. What began as a kitchen creation is now stocked in major retailers, including Costco, and continues to grow as a beloved Midwest-made success story. The brand has retained its charm and origin story while scaling impressively, thanks in part to a visual identity that cuts through the clutter and speaks directly to families. Together with Dean and his team, we helped build a brand that feels like home—and looks like it belongs on every shelf in North America.

Role: Brand Strategist, Creative Director, Art Director

Agency: Swim Creative
Copywriter: Andy Bennett
Web Developer: Pete Sahlberg