Carolina Fine Snacks | Wicked Crisps
Crafting a Captivating Packaging Design in a Competitive Market
Art Direction, Product Naming, Brand Identity, Packaging Design, Visual Toolkit
Carolina Fine Snacks is a renowned high-tech snack food manufacturing company that specializes in nutritional processes, compositions, and packaging. Since 1982, the company has produced over 60 different nutritionally profiled foods sold globally.
As the Creative Lead, my responsibilities spanned across multiple disciplines, including developing a clear and compelling brand narrative, leading the visual direction to ensure cohesive and attractive packaging, crafting memorable and appealing product names, and designing eye-catching and informative packaging.
Entering a highly competitive market with a new product, Carolina Fine Snacks sought captivating and distinct packaging design to effectively communicate the brand's identity and attract target consumers.
The primary objective was to clearly communicate the brand’s benefits to the target audience, ensuring that the product stood out in a crowded market.
Overcoming the widespread perception that nutritious snacks are not as enjoyable as their less healthy counterparts was a huge challenge. Market research guided us to clearly communicate the brand’s benefits to the target audience, ensuring the product stood out while dispelling the myth that nutritious snacks are bland or boring.
We conceptualized a character representing the contrast between real good nutrition and wicked good taste. The goddess concept and our distinctive illustration style set us apart from the competition.
Preliminary concepts // art by david kegg
early drafts // art by david kegg
final render // art by david kegg
The client was elated with the outcome, and the product received positive feedback from consumers and industry insiders alike. Carolina Fine Snacks was honored as North Carolina Exporter of the Year, due in part to the success of Wicked Crisps.
The success of Wicked Crisps showcases Carolina Fine Snack’s commitment to producing high-quality, healthy snack foods that are both delicious and nutritious. This project exemplifies the power of innovative branding and strategic market positioning in launching a successful product.
Each flavor had its own narrative story elements, seamlessly weaving in the brand promise and product benefits. Unique flavor-related imagery was incorporated into each package, enhancing overall appeal and brand recognition.
This strategic approach led to the successful launch of seven unique SKUs, each with its own identity resonating with consumers. Wicked Crisps quickly gained popularity both locally and nationally, thanks to their unique nutritional profile and compelling branding.
