Peckish rice crackers are an Australian favourite when it comes to snacking. Whilst Peckish were leading in Premium Rice Crackers with Fancies, the core white tray range was at risk of being devalued with competitors and private label mimicking their packaging design.
Consumers were navigating the mental battle between guilt and pleasure in snacking and looking for that sweet spot between healthy and tasty. We set out to bring more flavour and excitement to the Peckish brand whilst staying true to, and proud of, the simplicity and permissibility of rice.
We evolved the brand positioning and developed a new Brand Platform, Extraordinarily Peckish. This set the foundation for our new packaging design that celebrates the cheeky personality of the brand, the exciting flavours and the crispy air-baked texture of Peckish rice crackers.
Using buff as a code for natural and healthy, we injected energy and playfulness through vibrant colours and graphic illustrations. The straight edges and unexpected angles bring distinctiveness to Peckish, disrupting the category which otherwise draws heavily on circular shapes.
Evolving the distinctive cracked cracker, we photographed real ingredients spilling out to bring generosity, dynamism and an abundance of flavour.
