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Crunchies

The Opportunity

When Crunchies Natural Food Company, retained MJR Creative Group to redesign the packaging of their Crunchies® brand freeze-dried snack line, our strategic team discovered a neglected snack category in disarray, lacking product positioning and consumer relevance. The opportunity for the project was clear: we were not simply creating a category-leading package design—we had the opportunity to establish a category-defining brand presence.

Crunchies Product Lineup
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Proprietary Research

An MJR-led qualitative research project (first-ever in the category) revealed the true value proposition of freeze-dried snacks. This research armed the MJR strategic and design team with real consumer data about how best to position the Crunchies brand, and how to effectively communicate with consumers about the unique experience of freeze-dried snacks.

Crunchies Packaging Large Crunchies Packaging Examples

We were not simply creating a category-leading package design—we had the opportunity to establish a category-defining brand presence.

Establishing a Category-Defining Brand

MJR Creative Group's approach to these brand and consumer values comes to life on-shelf through a starkly modern, highly visceral package design paired with an all-new brand identity. Expressive swashes of each fruit variety are the cornerstone of the packaging system, creating a sense of harmony while expressing energy and vitality. Bold and unapologetic, the packaging design for Crunchies freeze-dried fruit projects a modern attitude with no artifice or pretense, and in the process—completely reinvents the category.