RAXI CRACKERS

SITUATION Vilniaus Pergalė is the largest manufacturer of sweets and snacks in Lithuania. The company is continuously expanding its product range and export markets. The client has decided to create a new brand of salty crackers dedicated to international markets, which will compete with well-established brands like RITZ and TUC. The most important goals of the project:

• global brand, suitable for both young people and 40+
• top-notch mainstream design
• max visibility on shelves and in e-commerce

SOLUTION The USA is the birthplace of crackers, the land of snacks, the kingdom of FMCG, and the rule-makers for the rest of the world (oh, how salty it sounds in the context of current political affairs). We took all the tricks from US shelves and enhanced the brand with top-notch European design. Shamelessly shiny and inviting to crack the market. Created according to the global rules of snack brands. Ingredients: a short name, a dominant logo, a hierarchy of just a few elements, a unifying colour, expressive photos, a clear separation of flavours, and a few retro crumbs. RAXI — inspired by the USA — created in Lithuania — dedicated to the whole world.