Research showed that the foundation of the Crunchmaster brand had become diluted. Our overall objectives were to update the graphics, simplify the shopping experience and gain trial. And, because the brand was growing, we also needed to create a system to handle various line extensions, and to differentiate between “core” and “artisan” products.
The redesign features photography with strong appetite appeal, flavor naming to resonate with today’s shopper, and a system that builds the brand while distinguishing the various platforms.
All of the core products feature a colorful chevron shape on the bottom, which is positioned to create consistent alignment and rhythm on shelf. The chevron shape evolves between the platforms, but it, with the consistent logo position, becomes the anchor for the entire line, allowing photography to differentiate.