Cracker Chips Brand Book
Client The Arnott's Group
  • Brand Identity Design
  • Brand Books
Scope of Work Visual Identity

Cracker Chips brand book

The Edison Agency was engaged by the Arnott’s Group to help breathe life into the identity and personality of the Cracker Chips brand. Embracing its unique charisma to establish a clear vision and help inform any future Cracker Chips expressions.

The objective of the project was to ensure that all brand communications had a united design and voice that resonated with families and groups of friends alike. Using the vibrant and sensory character of the brand, Edison developed a comprehensive new set of guidelines that encompassed the Cracker Chips voice, personality and visual identity system. Giving Cracker Chips a launchpad to drive its sass into what is a relatively stagnant market.

Our design strategy embodied the essence of the Cracker Chips brand. An abundance of food photography throughout, with subdued dark finishes to hero those moments we share with friends and family. The gestural typography balances out formality while capturing the dynamic tone of voice that Cracker Chips speaks with. Weaving gold foil embellishments throughout to culminate in a design that is no fuss, fun and just enough fancy!

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