Boxer Brands has redesigned packaging for Fantastic, introducing a unified system across its Rice Crackers, Delites and Curls ranges.
The agency said the update aims to address “ageing packaging and inconsistent architecture” that had left the brand fragmented in a competitive snacking aisle. The redesign focuses on improving shelf standout and creating a more cohesive portfolio to support future innovation.
A new visual system uses deep black backgrounds contrasted with colour-coded flavours to make products easier to shop. Layered textures inspired by torn paper art forms and rice-pattern motifs have been introduced, alongside updated ingredient imagery and flavour cues.
Boxer Brands said it sought to retain recognisable brand assets while modernising the overall look.
The agency described the work as “a more cohesive and contemporary portfolio” designed to help the brand “reconnect with modern snackers while staying true to what made people love it in the first place”.
The redesign draws on Fantastic’s heritage as an early rice cracker brand in Australia, with more than 20 years in the category, while introducing what the company describes as a more contemporary visual language influenced by traditional Japanese patterns.
Boxer Brands said the changes reposition the brand within the better-for-you snacking segment and create a foundation for future portfolio growth.
