Crumble’s brand design is a dynamic mix of youthful energy and functional clarity. As the designer, I focused on three core elements: a vibrant color palette, a reinterpreted check pattern, and a playful typographical hierarchy, all of which position the brand as a modern, healthy, and accessible choice.

The “vibrant color palette” immediately sets Crumble apart from traditional health food brands. Each flavor is assigned a unique, bold color combination, like the lush green for “Avocado and Honey” or the warm orange for “Butter Vanilla Milk Cocoa.” This not only creates a memorable visual identity but also serves as a quick way for consumers to identify their favorite products. The colors are deliberately saturated and energetic, reflecting the brand’s mission to make breakfast a fun and revitalising experience.

The “checkered pattern” is the cornerstone of the brand’s visual language. Inspired by the classic checkered tablecloth, this motif is reinterpreted with a modern, striped twist. It appears in various orientations and scales across all product lines, from the milkshakes to the protein bars, creating a strong sense of brand family. This pattern is both nostalgic and fresh, offering a powerful tool for instant brand recognition. It’s a subtle nod to comfort and tradition while remaining entirely contemporary.

I used a clear, bold sans-serif font for the typography, ensuring legibility. The most striking element is the “typographical play”, where product names are often rotated 90 degrees. This unconventional layout is a deliberate choice to make the packaging more dynamic and engaging, breaking the traditional reading flow. It adds a layer of youthful personality while maintaining a strong visual hierarchy. Critical health benefits, like **”50% of your daily Vitamin D needs,”** are prominently displayed, balancing the playful design with a clear, trustworthy message. This strategic fusion of style and substance makes Crumble’s packaging a powerful communication tool.