Launched in 2022, Crunchits is a brand of high-protein savoury snacks made with rice, edamame, and black beans to form rugged clusters that are then “Blasted with flavour” and “Packed with crunch”. Earthling Studio were tasked with reimaging the Crunchits brand identity, as a future staple, for seasoned snackers, that are a little rough around the edges. Positioned to become a no-fuss option that’s healthier than crisps and more “badass” than whatever it is you’re chewing on right now.
Here is the redesigned logo, it is something a little more streamlined, but more bold and crazy with its use of experimental typography and the crocodile mascot itself. proving much better than the previous logo not being much of a logo
https://www.underconsideration.com/brandnew/archives/crunchits_01_tagline.mp4
The reason why I chose this as a case study was the tone of voice being used in the advertising, The Savourists wanted something that sounded tough and in their words “badass”. We can see more examples below
https://www.underconsideration.com/brandnew/archives/crunchits_tone_of_voice_02.mp4
They use play on words and jokes and loud bold typography to get their message across that this isn’t your grandmas snack
I feel that along side with their logo design that their whole identity has improved severely, as their old logo to me was just a mess and it looked unappealing, but now I find that through their tone of voice, I feel that this is a “hip” snack brand which was designed for a younger target audience so they rebranding has served it well. I feel the cheekiness helps the brand stick out and appeal to a younger generation essentially.