Freeze-dried fruit snacks company Crunchies unveiled a top to bottom branding refresh. Acquired by global food ingredient company Chaucer Foods in 2014, the brand’s refresh is grounded in an extensive market research study and features an all-new logo, product package, website and marketing campaign to extol the many virtues of freeze-drying.
“Our bold, new logo and packaging designs showcase our renewed focus on simplicity, quality and transparency,” says Scott Jacobson, Crunchies’ new L.A.-based CEO. “The decision to display photographs of our freeze-dried fruit on packages, rather than fresh fruit images, is the kind of transparency we felt was missing from the category, and it’s at the core of who we are as company and what our consumers value as well.”