challenge + our process
The Crunchsters brand focuses on better-for-you snacking, providing 100% plant-based snacks that are free from the top 8 common allergens. Since the product launched in 2015, the brand has shown some success in gaining placement in both natural channels and grocery. In order to keep that placement, velocities need to be higher on shelf. The challenge was presented to not only creatively reposition the brand and snack line but to work with a new product type – mung beans!
Pulp+Wire was tasked with getting customers to understand the product faster, so they will take a chance on buying something new and different by creating a packaging system that has a clear overall brand architecture but also identifies each of the individual products’ benefits and features.
Creative strategy, logo creative, and packaging creative were all mindfully designed for this crunchy and satisfying client. The solution presented for Crunchsters was a delicate balance between educating our consumer on mung beans and ensuring that this high-protein snack was drool-worthy and popped on the shelf. Easier to read branding, strong claims design, bold colors paired with yum-factor ingredient imagery, and well-balanced sections on front-of-pack all lead to a frictionless packaging experience that will give consumers more confidence at the shelf and during product trial.
Photos courtesy of the client