Project at a glance
Challenge:
TH Foods needed a strategic partner to bring a fresh perspective and create breakthrough in the snack category.
Solution:
Based on market insights into how people buy and how packaging cues decisions, Spark built Crunchmaster around flavor and usage occasions to earn staple status in the home.
Impact:
Together, we created a replicable brand structure that keeps every campaign on-brand, on schedule, and recognisable to consumers. Acting as a committed brand ambassador, Spark safeguards the work through rigorous proofing, quality control, and long-term brand stewardship.
THE CHALLENGE
The TH Foods marketing team conducted a full assessment of the Crunchmaster brand. Through qualitative and quantitative research with consumers, the team learned the foundation of the brand had become diluted. So the marketing group decided to rebrand Crunchmaster.
Challenges
- A diluted brand foundation meant it was unclear where they were positioned.
- Low shelf impact in a crowded category, falling behind competiors in consumer purchase.
- Customer loyalty was limited, driven mostly by price or flavour rather than brand connection.
THE SOLUTION
The first step was to develop a new logo that would stand out as premium and contemporary. Secondly, consumers said Crunchmaster seemed to be a common, commodity cracker.
So we tackled the hard challenge to give the package stopping power. We decided the package should be all about appetite appeal, so we redesigned the package to focus on the food photography. And not just about pretty pictures, but topping ingredients that are easy to identify and find at the store.
Trusted brand stewards grounded in strategy
Acting as brand guardians for the Crunchmaster brand, Spark owned the process from first insight to final shelf.
We started with consumer research and design stimuli to sharpen the strategy, then tested the pack fundamentals fonts, color, hierarchy, and layout to lock in what shoppers respond to. From there, we built a scalable design system with a refined logo, modern palette and type, high-impact photography, and flavor naming that feels current and clear.
Finally, we carried that stewardship through proofing, print-ready files, contract proofs, and on-site press checks, ensuring every launch lands with consistent quality and bold on-shelf billboard power.
Protecting the brand & elevating shelf impact.
Using in-depth consumer and brand research, Spark clarified where Crunchmaster needed to play and how to stand out in a crowded market, then built a repeatable launch system that keeps every new product unmistakably on-brand.
- Brand ambassadors, ensuring launch consistency through tight proofing and Quality Control
- Turned consumer research and design stimuli into shared, client-aligned insights to shape a standout redesign.
- Earned confidence with clear visibility, fast responses, and end-to-end delivery from research stimuli to print.
THE IMPACT
Ultimately, the refresh tested well with consumers.
Our collaborative approach with the TH Foods marketing team has earned numerous design awards at Graphic Design USA, along with expansion to leading retail and club channels.
Accelerated speed to market, enabling 26 new product launches in just 24 months
Increased consumer trust showed 90% of premium cracker consumers would purchase the new Crunchmaster products.
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A nimble collaboration that proves a replicatable design model improves product releases time after time.
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