Crakky

A brand that promotes positive energy: more impact on consumers, less on the environment.

Crakky was created to transform everyday snacking through design that combines a bold aesthetic with sustainability. The project elevates a simple product—coated peanuts—into a desirable product with a conscience, balancing indulgent pleasure with environmental responsibility. Designed for a young, energetic audience, its updated retro pop graphics use expressive typography and illustrated characters to humanise the brand. The identity centres on the brand concept “Positive Energy,” supported by a punchy, distinctive name. The result is fresh, nostalgic and bold.

The innovation lies in the material: conventional multilayer plastic laminate is replaced with high-barrier paper featuring a water-based coating that can be heat-sealed directly. This ensures product preservation and recyclability, while the matte finish gives the colours an organic depth and a sophisticated look. The most intriguing aspect is the synaesthesia: the paper’s crackle as the bag is handled reinforces the “Crakky” concept—a reference to the crunch of a peanut. It anticipates the sound of the snacking experience, strengthening sensory coherence and the emotional connection with consumers.

Crakky addresses a real challenge in the consumer goods industry. It demonstrates that brands can combine purpose with a vibrant visual language, and that design should serve as a strategic tool for protecting our ecosystem.

Strategy, naming, visual and verbal identity, packaging and brand activation.