THE GOOD CRISP COMPANY
Unfiltered Happiness
Simple, bold and bright never let’s you down.
The Challenge
The prior packaging design looked healthy….too healthy making consumers feel the product would not be tasty for themselves of kids. Our mission was to evolve the branding to connect with parents and kids alike.
The Solution
Unfiltered Happiness. As we got to know the team and learned more about the founder’s family, their joy and optimistic spirit stood out. Chips, after all, are about fun and bringing moments of happiness. This insight led to the concept of Unfiltered Happiness as the driving theme for the rebrand.
Using this principle, we focused on creating a design that was bold, bright, and simple—no over complication, just pure delight. The lead concept was tested through both qualitative and quantitative research, confirming that the direction resonated with consumers.
The new design sparked rapid growth in sales, velocity, and distribution. Building on this momentum, Good Crisp successfully expanded its portfolio, launching cheese balls and crinkle-cut chips, continuing to bring more sunny days to the snack aisle.
