In depth

The Beginning:

When Candor Foods, Mumbai approached us to develop packaging design for their new range of Coated Baked Peanuts, Krack Nut, it was love at first sight. The reason, simply put, was its Name. A client who decided on a name that was offbeat for a Peanut Brand would definitely be open to creative ideas and would not be a follower of the humdrum. The name neither was boring, dull nor gave us a ‘déjà vu’ feel. The project, just like its name, was great fun.

Coated Baked Peanuts as a category is new. The market is full of flavourful roasted and fried peanuts, but what Krack Nut was offering was a ‘first-of-its-kind’. Furthermore, Baked Snacks as a Category is growing in popularity as people are becoming more conscious about healthy snacking. While many online platforms sold baked snacks, Too Yumm, is the most popular brand in the Baked Snack Category. Krack Nut was planned to be made available at Modern Retail Stores across India and be sold online through various websites.

Challenges and Objective

Snacking, as a category, is an extremely crowded space. Peanuts were generally perceived to be dull and boring. We wanted to break this notion and create an identity that stands-out and attracts the audience from a distance. Since this was a premium brand targeted mainly to the kids, teenagers, college-going crowd, youth and office-goers, we also had to ensure our design appeals to them. So, here we were creating a brand new identity for Krack Nut from the scratch – logo, packaging design, positioning, etc.

The Strategy

The goal was to create a new visual system that will offer a clear-cut distinguishing factor to the Brand. We researched on the various visual equities of national and international players and decided to use stark colours that would draw immediate attention. A playful peanut-looking 3-D character was created to add a fun-quotient and become the TG’s instant crush.

The Execution

In our efforts to differentiate from the other snacking and peanuts brands, we chose bold, bright colours. They were carefully chosen to give a well-deserved premiumness to the Brand and make it stand-out on the shelf and ensure it doesn’t get lost in the sea of other packs it competes with at the store racks. The 3-D character was created to represent various emotions, moods and highlight the USP (healthy snacking) of the product. The font style, the copy and the overall look and feel was very light-hearted, perky and lively.

The Result

The pop colours gave the packaging a prominence in the modern trade shelves; making them noticeable from a distance. The 3-D character added ‘cheerfulness’ to the ‘non-serious’ design. The final result was a attractive, fun, packaging design that could be easily extended to additional flavours (as of now they have launched three flavours in the market, viz., Pudina Patakha, Tandoori Toofan and Thai Firangi), and is scalable to various SKUs. The balanced mix of matt and glossy highlights added to the premium feel, and the standee pouches with zip-lock made it convenient and easy to store.