Project: product naming, brand voice creation, packaging copy.

It's a mix-in for scrambled eggs, omelets, and frittatas. Naturally, I wanted to name it "Omelet You Finish" as a nod to Kanye, but ultimately Scramble is probably the better choice.

It's one of those life hack products you can't live without. Perfect for busy people who still want to eat well. Which is why we also threw this line on the packaging:

Fact: Great food doesn't have to be complicated.

Kanye West, however? Sure, maybe a little bit complicated.