A 90-year-old brand of traditional soda crackers needed a fresh look for their new product launch: a line of bite-sized baked crackers designed for entertaining. The new biscuit steers the brand away from the breakfast crowd and appeals to a younger market.

 

The packaging design incorporates bold colors in lighter hues, clean textures, and a vector graphic depicting a hand holding the cracker for size reference. The result is a distinctive line that upholds the design concepts of the parent brand while claiming a different market sector, expanding the original brand's recognition.