RE BRANDING PACKAGING 2023
The task was to provide a new brand and product concept to see Earnest Adams gain market leadership in the biscuit aisle. The packaging design should flow from The overall product concept rather than be a starting point. They wanted the brand identity to suggest an attractive, delicious, and compelling story that would appeal to all audience segments that the Farmbake range currently appeals to.
Branding Identity
Earnest Adams proudly introduces MT CRUMBLE, a remarkable collaboration with New Zealand's most esteemed brands, creating luxurious, iconic Kiwi biscuits. These delectable treats are a testament to unwavering excellence, crafted with a deep commitment to ethically and sustainably sourced ingredients. MT CRUMBLE was meticulously designed to resonate with a discerning and mature audience searching for a luxurious, sweet indulgence while prioritising ethics and sustainability as these are the macro trends appearing. Our partnership with New Zealand's favourite ethical and sustainable brands embodies the MT CRUMBLE brand with an authentic Kiwi essence, celebrating our nation's identity and the importance of responsible sourcing.
The name cleverly fuses "biscuits" with New Zealand's picturesque mountains, connecting our product with the country's rich natural heritage. The colour palette and patterns exude luxury, making our brand instantly recognisable. We've incorporated a distinctive pattern to maintain packaging consistency, using colours and illustrations to differentiate flavours and evoke a mouthwatering response. Promotion efforts, including posters, further enhance our appeal to the target demographic. The MT CRUMBLE branding has been an unequivocal success, genuinely reflecting our brand's identity and commitment to excellence.
