P28 Foods is a high-protein food company founded by three brothers who are third-generation bakers. Mike, Chris and Peter Christou launched the brand after deciding they wanted to get in better shape. When an exercise program didn’t produce the results they were looking for, they turned to their personal trainer, Billy Sullivan, who is also a nutritionist. Being bakers, the siblings didn’t want to give up bread, and Sullivan was interested in their idea of making a healthy option that could be a staple ingredient for weight loss. The four joined forces, and in 2008, they introduced their first bread and the original high-protein spread.

Originally, the high-protein spread was packaged in a peanut butter-style jar and wasn’t well differentiated, and it didn’t disrupt the shelf. P28 wants to impact customers with a dedication to providing them with the most delicious and nutritious high-protein food products available, so the brand needed a package redesign and a decoration method to go along with that notion. According to Jeff Prince, director of operations, P28, “We wanted to get away from being just another typical spread jar on the shelf. With P28, we are always looking to change the game. We’re always looking to be original and offer our customers high-quality, innovative products. We wanted that same idea to hold true in our packaging.”