Sydney-based studio Tweak has teamed up with The Natural Cracker Co for its launch into the cracker category, delivering a vibrant and visual design, showcasing a balance of tasty ingredients, natural cues and product information.
Following the successful work on The Natural Chip Co potato chip range, Tweak’s work on The Natural Cracker Co integrated the brand’s equities of ‘natural’ and ‘taste’ to help achieve cut through shelf presence with a strong appetite appeal.
Tweak senior designer Shane King said all design elements were carefully composed, with the woodgrain board providing an anchor for the surrounding colours and ingredient imagery.
“The board provides a consistent brand architectural element, with clear space to hold flavour and product information. From a shelf perspective this element links the range together and visually contrasts against the bright variant colours,” said King.
“Woodgrain textures on the board and within the variant colours provide an overarching natural impression when the range is viewed on shelf. This breathes life and purpose into all colour tones used on pack, ensuring there is no synthetic/flat colour used anywhere in the design.”
King said the colours take its cues from the established category language of bright, variant standouts – “pops of green from wheat, gum leaves, signify freshness and connect to nature” – an element, which is used across all product variants in the range.
Flora and fauna also feature on the front of pack to connect the design to the brands ‘natural’ attributes, and further aims to add to the brand story.
The Natural Cracker Co is now available in four flavours – Honey Soy Chicken, Sea Salt and Vinegar, Sour Cream and Chives, and Farmhouse Cheddar.
