Cracking the Code:
Neat's Rice Crackers Branding
Startup snack brand ‘Neat’s’ aimed to be perceived as a lifestyle choice rather than just a snack option, connecting with consumers seeking a balance between taste and wellness. Neat’s also wanted the product to appeal to a wide consumer base. We positioned it as a guilt-free and tasty alternative to traditional snacks, leveraging the health benefits of gluten-free rice, and focused on finding the right balance between ‘alternative’ and ‘mainstream’ within the product’s visual storytelling.
Rooted Elegance - Logo Design
The hand-drawn logotype featured an elegantly designed rice plant integrated into the brand name, symbolising the product’s core ingredient. The choice of texture effects and clean lines conveyed a sense of natural simplicity, aligning with the brand’s healthy image. It is own-able, recognisable and tells the story that Neat’s.
Savour the Story - Packaging Design
The packaging design played a crucial role in making the product accessible to a wider consumer base. The illustrated scenes on the packaging were carefully chosen to resonate with various demographics, creating a visual language that could be universally appreciated. The clean and vibrant packaging design also contributed to the product’s shelf visibility, making it stand out in mainstream retail spaces. Each flavour – Thai Chilli, Wasabi, Barbecue, and Sea Salt – featured a unique illustrated scene on the packaging, creating a visual story for the consumer, emphasising the diverse flavour range.
Outcome
The holistic branding approach for Neat’s Rice Crackers successfully established a cohesive and compelling brand identity, ensuring a strong presence across various touchpoints from packaging to digital platforms. The combination of a thoughtful brand strategy, visually appealing design elements, and strategic advertising contributed to Neat’s becoming a recognised and preferred choice in the healthy snack market.
