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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.

Logo design for Neat's Rice Crackers, by Lee Mason, Freelance Graphic Designer, London.

Savour the Story - Packaging Design

We took inspiration from ‘The Lion, the Witch and the Wardrobe’ and envisioned that in opening the food cupboard door – Oliver would discover a ‘new world of flavour adventures’. For the visual language – we chose the concept of illustrating the range of Oliver’s Cupboard baby food like a series of children’s story books, using an illustrator to create a series of unique pack illustrations – to tell a different story for each flavour.

Brand Identity and Packaging design for Neat's Rice Crackers, by Lee Mason, Freelance Graphic Designer, London.
Brand Identity and Packaging design for Neat's Rice Crackers, by Lee Mason, Freelance Graphic Designer, London.
Brand Identity and Packaging design for Neat's Rice Crackers, by Lee Mason, Freelance Graphic Designer, London.
Brand Identity and Packaging design for Neat's Rice Crackers, by Lee Mason, Freelance Graphic Designer, London.

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.

Client:Neat’s Rice Crackers
Deliverables:Brand Strategy, Logo Design, Packaging Design, Illustration Concept, Product Photography, Website Design, Advertising
Team:Creative Direction – Lee Mason, Illustration & Design – Lee Mason
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