SP—161 / Food & packaged goods · Brand platform
CRUNCH THEORY
A creative direction for a crisp snack concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop CRUNCH THEORY, a fictional concept for a crisp snack concept. A package must communicate flavour and personality before anyone tastes the product. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People choosing food for a daily occasion, a shared meal or a small treat.
The strategic idea
“GIVE YOUR BREAK SOME BITE.” is the central creative thought. Lead with the campaign line as an invitation. A single emblem creates recognition across the system. Choose one sensory or occasion-led idea and express it through a recognisable packaging and campaign system.
The creative direction
An original seed-inspired graphic, assertive typography and a #FFC700 colour field create the visual language for CRUNCH THEORY. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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