Crumbel rebranding

Thinking ahead from a generic packaging shape to a unique brand. 

—THE CHALLENGE

Crumbel has come a long way in a short period since its startup. The cute little Belgian biscuits, available with various recipes in generous plastic containers, have made a significant impact in the Belgian retail market, resulting in an impressive market share in just a few years. However, as Nicolas Degryse pointed out, there was a looming problem: brand awareness was lacking. While consumers recognized the packaging, unaided brand awareness was a concerning 3%. To sustain and build on our current market share, we needed to act swiftly to enhance brand impact and move Crumbel into the next chapter of success.

—THE RESULT IN POSITIVE CHANGE

Where Crumbel once seemed reserved and lacked the trust in itself to establish itself as a true brand, it is now a confident and dynamic brand, ready to engage deeply in its unique brand and its communication. They are now ready to make a significant impact with a national back-to-school campaign across commercial channels, aiming to capture an even larger market share in their target audience in short term.

—STRATEGY

Nicolas Degryse and the Crumbel team devised the ideal brand and future go-to-market strategies for Crumbel. We worked closely with them to develop a complementary packaging strategy that struck a careful balance: preserving the loyalty of current consumers while introducing changes that highlight the brand’s uniqueness. Crumbel now proudly expresses its identity as the generous Belgian brand offering traditional, indulgent treats that create cherished memories with family and friends.

— BRAND LOGO

While we didn’t change the name logo as Crumbel asked, well… we did. By adding a baked texture and refining each letter for greater impact, we made the word “Crumbel” more powerful than ever to stand out in a competitive market. Fundamentally, though, it remained unmistakably Crumbel.

— PACKAGING DESIGN

We achieved a subtle yet impactful improvement, impressively increasing brand awareness with striking wall of products at the point of sale. Crumbel had a clear vision: to maintain a soft color palette in their characteristic transparent packagings, that stayed true to their brand’s universe.

In a crowded market dominated by iconic brands, vibrant colors, and attention-grabbing illustrations, you might think standing out would be a challenge. Well, we did something different. We opted for a simple, expressive rosette shape reminiscent of classic sweets, evoking nostalgic moments of shared indulgence. This choice created a serene yet distinctive presence.

Simultaneously, we leveraged a clever color system across the entire product range. By applying this system consistently on all packaging and labels, the product line came to life on the shelves. Each package highlights Crumbel’s beautiful treats, showcasing their down-to-earth charm while confidently establishing the brand’s strength.

— BRAND WORLD

It would be too simplistic to consider our branding work complete with just the packaging design. The visual elements on the packaging alone were not enough. To address this, we developed a comprehensive toolkit that extends beyond packaging to envision the entire corporate identity. This toolkit includes resources for communication, ensuring a cohesive and effective brand presence across all platforms.