CRACKD
Brand identity / PAckaging
The No-Egg Egg, the UK's first ever liquid vegan egg replacement. It's certainly an interesting product, to say the least. A product that needed a loud and energetic visual identity to really pop and stand out on the shelves.
What I did
Logo, brand identity, style guide, motion graphics, tone of voice, label design, copywriting
Client
Noble Foods
Agency
Syrup (formerly known as MK21)
As we [Syrup, formerly MK21] had been up to various other bits for some of Noble's many brands, they gave us a crack at coming up with a pitch for a new product of theirs, CRACKD - The No-Egg Egg.
Naturally, I was over the moon at the opportunity and spent the next two days, without much sleep, trying to whip up a concept with the hopes of being able to work on what would be my biggest project to do date at that point. Lo and behold, they bought into my idea, and over the coming months, working with the team at Syrup, I got to come up with logo, the identity, the packaging, the TOV, and plethora of other assets and materials that shaped the brand into what it is today.
In the years since its inception, the product and the CRACKD brand has really flourished. And I will always look back at this as as the most fun I've ever had working on a project.
A CRACKING LABEL DESIGN
There were a few considerations with the label design; the biggest being how do we fit a tonne (ton?) of information on the label, which only has so much room, whilst retaining the playful and freeflowing nature of the brand. A lot had to be squeezed in, but also needed plenty of room to breathe. I think a pretty good balance was struck.
