Every brand has a beginning, but ours began with a creature.
When we first dreamed up Where The Wild Things Eat, we knew it couldn’t just be another seasoning company. It needed a heartbeat — a character who could carry the spirit of the wilderness into every jar, recipe, and story. Someone who could whisper the same question we kept asking ourselves: What if flavor lived in the forest?
That’s how the search for Nibbles began.
From Idea to Imagination
The first spark came late one evening, when sketches covered the table like scattered leaves. We wanted something playful yet mysterious, something that felt as much at home in the wild Colorado mountains as in the ink-stamped traditions of Japanese art.
At first, there were dozens of directions: animals, spirits, silhouettes of trees and mushrooms. But none of them felt alive. None of them carried that mischievous spark — until a small creature began to emerge from the paper.
Antlers curled like branches. Eyes wide with curiosity. A grin that suggested both kindness and a touch of mischief. That was the moment we looked at the sketch and said aloud: There you are.
Shaping a Spirit
The name came naturally. He was always nibbling — at herbs, at berries, at the edges of imagination itself. “Nibbles” felt right, not as a mascot, but as a forest spirit — the kind you’d expect to meet if you wandered far enough into the pines with a basket of spices under your arm.
From there, the refining began. We thickened his lines into the raw edges of an ink-stamp style, imperfect but alive. We gave him a posture that felt both ancient and playful, like he had been in the forest long before us and would remain long after.
The Final Character
Today, Nibbles is stamped on every bag, bottle, and story we share. He’s more than a logo — he’s our compass. Every time we decide on a new blend or craft a piece of packaging, we ask: Would Nibbles approve? Would he wander through the woods with this on his back? Would he proudly share it at a campfire?
“Finding Nibbles” was really about finding ourselves. A reminder that our seasonings aren’t just ingredients, they’re part of a story — where Japan’s depth of flavor meets Colorado’s wilderness, and where a small creature with antlers keeps watch, always ready for the next bite.
So when you see Nibbles peeking from a bottle or hiding in the edges of our site, know this: he’s been here all along, waiting for you to taste the wild.
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Tomomi
Published on September 2, 2011