Process

First, I drafted a creative brief for this project where I detailed the target audience, competitor brands, and mission of the Mulino Organico brand. I studied the current state of cracker packaging and found the “inadequate awareness about the presentation and preparation of crackers and their insignificant shelf presence in retail stores are the key factors limiting the global crackers market." Therefore, I knew Mulino Organico needed packaging that set it apart from other cracker brands.

Since all of the crackers were honey flavored, I decided to package them in a hexagon fixture, to resemble the shape of honeycombs. I added a bee icon and pattern to the packaging for this reason as well. I believed the black and dark metallic color palette adds to the luxury of the brand. The packaging is sleek and elegant looking; attracting my target audience of affluent dinner party hosts and hostesses.