Crunchy is the leading brand of ridged chips in Egypt. It had a very iconic and recognizable look that we were tasked to maintain while giving it a well deserved face lift.
I started with revamping the logo. Building on the existing one I wanted to intensify the the notion of the "crunch," while giving it a cleaner look. The clear cut edges were carried out through the typography while accentuated by the broken chip which ultimately all added to the visual experience of extreme crunchiness.
Inspired by the name " Crunch" being an onomatopoeia, I wanted the packaging to convey that feeling. Driving from comic books and the iconic zigzag from the old packaging, the new explosive design was born. Keeping the feel of the original design while transforming it to a much more contemporary design. The illustrations and typography all serve to complete the edgy aesthetic.
Creative Director: Majd ElSherif
