Scrunch was a new healthy snack product to enter the market containing different flavors. We started with the naming of the brand which was challenging to tackle as there are almost no local competition; hence, consumers are not referencing any products. We reached “Scrunch” as an easy word to resonate with consumers and be memorable meaning: making a loud crunching noise. Which the sound that comes out when you eat Scrunch clusters. We approached a light hearted tone of voice in all segments with a hip and on the go persona.
“Scrunch” fills the gap of hunger in your day and we reached a hard sell slogan “We’re here to fill the gap” with contemporary writing such as “Let’s talk nuts”, “A mix of goodness”. The persona is modern, fun and on the go and youthful using vibrant colors to always stand out on shelf and attract our target audience. We also hammered on filling the gap in the market to a CSR campaign to fill the gap being green and conscious to the environment by planting tress in schools and working on charitable activities under the name of “Scrunch”. The typeface and artwork we used for all the identity of Scrunch is dynamic with simple handwriting sketching that reflects the familiar characteristic of the brand.
Based on Client’s feedback; Scrunch is a successful brand that consumers in the market now consider an essential in their daily diets and snacks.
“Nothing but the sweet spot of snacking”
Brand Story: “We know you care about your body and keeping a good physique. This is where scrunch comes in. We passionately mixes some of nature’s most high quality resources to satisfy your empty tummy on the non-guiltiest way possible”
- Agency/Creative: Plush Studios eg
- Article Title: Plush Studios eg Creates Packaging Design for Scrunch Healthy Snack
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Egypt
- Agency/Creative City: Cairo
- Market Region: Africa
- Project Deliverables: 3D Design, Brand Experience, Brand Guidelines, Brand Naming, Food Photography, Packaging Design
- Format: Pouch, Sachet
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: Snacks, Nuts , Chocolate, Food
Art Director: Farah Shash
Senior graphic designer: Ingy Hesham
3D designer: Hadeel Amr
Client Manager: Nour el Sebai
CEO: Ghalia Amr