✦ Crunch Crew is a pickle spear brand aimed at Gen Z. The concept was to create fun, bold, snackable pickles that feel like a community. Each flavour has a different mascot to represent the classic favourites within the pickle lover community. ✦ Shift the product’s image from something plain and old-school to something that feels modern, bold, and full of personality. ✦ Design packaging that not only looks good on shelves but also encourages social media interaction and creates a brand experience.
Design Process
✦ Started by researching Gen Z’s relationship with brands and found that humor, bold visuals, and interactive experiences were key to make this product feelmore personal and relatable.
✦ Illustrated a retro mascot, a fun pickle character to be the brand’s mascot.
✦ A saturated color palette was chosen to feel loud, vibrant, and nostalgic. This created contrast to typical pickle branding, and would grab attention on social media and shelves. ✦ Selected a custom, playful typeface to give the brand personality and visual appeal. ✦ Hand-drawn illustrations were added to bring a quirky, fun energyto the packaging and reinforce the lighthearted tone of the brand.
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