Bite-sized blog: 4 US snack brands – a design review

13.03.14

Snacking is proving big business recently, and frequently hitting the headlines stateside. Indeed, soup giant Campbell’s have boosted their earnings with Goldfish crackers. Healthy snack-box delivery service, Graze.com, is proving to be a hit following its US launch. And in the past year, Green Giant®, Triscuit and Special K® have all launched snack NPDs. With that … Continued

Snacking is proving big business recently, and frequently hitting the headlines stateside.

Indeed, soup giant Campbell’s have boosted their earnings with Goldfish crackers. Healthy snack-box delivery service, Graze.com, is proving to be a hit following its US launch. And in the past year, Green Giant®, Triscuit and Special K® have all launched snack NPDs.

With that in mind, we’re taking a design-approach to the snacking trend, and have lined up 4 smaller US snack brands that we think are doing something interesting design wise…

1. Angie’s Popcorn

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We love Angie’s popcorn and their impactful use of colors and typography. The BOOMCHICKAPOP in particular communicates ‘light’ in an exciting and energetic way. Angie’s design nods to an emergent trend we’ve seen across other categories that we’re calling ‘App-Inflated’. Here, the soft, rounded fonts and graphics are reminiscent of your phone and tablet apps.

2. Brad’s Raw Chips

Brad

Superfood of the moment, Kale, features prominently in this range of raw chips. The design taps into another of our design trends, inspired by travel and manufacture – ‘Freighted’ (see here for our article on how we’ve seen this trend in beer too). In this instance, the ‘raw’, pared-back design canvas reinforces the health and authenticity/provenance of the product.

 

3. Snikiddy Cheese Puffs 

Snikiddy Chips

It’s interesting to see a before and after shot of this design – which has now been stripped back to help communicate the lightness of this kids’ snack from Snikiddy. The result is a pack that feels more slick and contemporary, although the doodles in the background retain a sense of fun and creativity too.

 

4. Oscar Mayer’s ‘grown-up’ Lunchables…

Oscar Mayer P3

Lastly, we have something new from Oscar Mayer, which you may have seen floating around the internet this past couple weeks. The P3 Portable Protein Pack bucks trends and drags the Lunchables format kicking and screaming into a grown-up, masculine arena. With a focus on more, not less, it certainly conveys power, both through color palette and the dumbbell shape structure.