Crispie
Redefining Local Breadcrumbs for the Modern Home Cook
Sub-Brand Identity and Packaging System
Born from Malaysia’s pioneer breadcrumb manufacturer, Crispie is a high-energy retail sub-brand designed to shake up the local grocery aisle. Tailored for young home cooks, air-fryer enthusiasts, and busy kitchens, Crispie turns a traditional pantry staple into a fun, crunchy, and effortless everyday food experience.
Crispie made easy
To instantly communicate warmth, joy, and crispiness, we developed an expressive, high-contrast visual identity rooted in playfulness:
The Smiling ‘C’ Brandmark: The hero logotype transforms the initial ‘C’ into a playful character, with a cheeky wink, broad smile, and crunch-star sparkle — giving the brand a friendly, memorable personality.
High-Impact Colour Blocking: Vibrant sunburst yellow, fiery orange, and crisp teal replace conventional packaging, creating a bold and appetising presence on retail shelves.
Coining the Language of Crunch
To speak the language of younger, social-first audiences, we developed a brand voice packed with energy, wit, and custom-coined vocabulary.
Functional Utility Meets Vibrant Retail Impact
High-Visibility Color Blocking: Moving away from dull transparent bags, we introduced bold, appetite-stimulating color blocks that command attention on local supermarket shelves.
Resealable Stand-Up Pouch: Designed for real-life cooking—keeping the product upright, preventing pantry spills, and locking in freshness for repeated use.
