CRACKERS — Snack Packaging Design

Client: CRACKERS Services: Packaging Design, Illustration, Brand Identity Year: 2025

The Challenge

Snack shelves are serious. Everyone uses clean sans-serif, minimal layout, professional photography. We wanted a snack pack that feels like a cartoon you want to eat.

The Approach

We mixed two things: heavy retro display type and hand-drawn cartoon characters. The type says "bold," the illustration says "playful." Together they feel like a Saturday morning cartoon from the 70s — but designed today.

The main character is a daisy with arms and legs. It wears a blue shirt and red shorts. It's not on the side — it's running across the wrapper, waving. The "CRACKERS" type dominates, but the character peeks out from behind the letters.

Visual System

Color

Four foil variants:

Gold — original

Blue — cool

Red — hot

Brown/Pink — sweet

Each wrapper is a solid foil color. The type on top is dark, and the character uses limited colors that pop against the foil.

Typography

"CRACKERS" in a heavy, retro display face — thick strokes, tight spacing, slightly condensed. It wraps across the entire wrapper. The smiley face hidden inside one of the letters is a detail you notice on the second look.

Illustration

Hand-drawn cartoon style. Flat colors, bold outlines. The elements repeat across every flavor:

Daisy character with arms and legs

Cartoon eyes peeking from below the type

Simple cloud shapes

Star sparkles

A hidden smiley face in the lettering

These elements are consistent across all four colors — only the wrapper color changes.

Why It Works

Shelf impact: The retro cartoon look stands out against minimal, modern snack packaging.

Playful personality: The daisy character gives the brand a face — you're not just buying crackers, you're buying a friend.

System: Four colors, same illustration and type. Scales easily to new flavors.

Nostalgia: The 70s cartoon vibe triggers nostalgia for adults, while the bright colors appeal to kids.

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