Snacking By Design

Snacking. A small portion of food generally eaten between meals, with meals, or before bed.

For many of us, snacking is necessary. To be honest, I think we’d all be a little nicer if we took five to nibble. Households would be calmer, co-workers would be funnier and every trip to a hardware store would be bearable with a snack. It’s no wonder companies spend an enormous amount of time and money researching not only flavor and texture but packaging and messaging.

Snack Branding

In the world of snacking, packaging is king! When hunger strikes, companies face an audience overwhelmed by too many options. Unfortunately, the longer one mindlessly paces the aisles, the crankier they become. So, let’s toss flavor out the window, and let’s pick up what looks pretty! Snacks taste better in lovely packaging — I picked up a few tiny morsels that look oh-so-pretty.


EPIC pork rinds packaging

EPIC Oven Baked Pork Rinds (Cinnamon Churro inspired seasoning)

Pork rinds have never been a glamorous snack. In fact, until EPIC, they looked like cheap, unappetizing filler food. Now, they look sexy. Typography inspired by vintage signage combined with duotone engravings achieves a sense of pride. The design flawlessly supports the brand's message: food inspired by our ancestors. This is a win! The packaging feels dignified. It feels artisan. It feels instinctive. If you’re a pork fan or you love chicharrones, EPIC oven-baked pork rinds need to be in your cart!

Taste: 5/5

Sweet Dreams are made of these. Don’t disagree.

Jeni’s Sweet Cream Biscuits & Peach Jam ice cream

I love these pints! The packaging highlights the brand over the ice cream. A simple vibrant color palette alludes to the flavor. Hand-drawn type and illustrations reflect the handcrafted ice cream inside. The Sweet Cream Biscuits & Peach Jam packaging is giving me indulgent peachy 70s summer vibes. The illustrations are playful and simple, but not kiddy. The overall aesthetic feels like I’m picking up a local town favorite from my mega-mart. Southern comfort by the spoonful. Yes, ma’am!

Taste: 4/5

Gran ooh la la!

Nothin but packaging

Nothin’ But Granola Cookie Bites (cherry + cranberry + almond )

A snack to feel “good” about. The packaging embraces a playful and conversational tone. The use of soft pink is unique and feels medicinal, helping the bags stand out amongst its competition. The incorporation of photos gives consumers the luxury of knowing good ingredients are inside. Sure, they’re coated in sugar, but they’re wholesome. The loud typography calls my attention, giving the impression something flavorful and bold is inside. Personally, the rustic textured background feels out of place and uneventful. However, all in all, it caught my eye. These feel-good cookie bites are definitely tiny morsels of guiltless bliss.

Taste: 3.5/5

“Sometimes the smallest things take up the most room in your heart.” — Winnie the Pooh

Bearitos packaging

Bearitos Baked Cheddar Puffs

Who doesn’t love a lovable bear with a bandana! This packaging is simple and effective. The use of negative space is brilliant; a bear created with uncomplicated shapes. The type is skillfully set to look juvenile and playful. The color is what really grabs my attention, the orange is bright, yet it feels “natural” or “organic.” A color can be so powerful. Bearitos’ cheesy orange convinces consumers that the product inside is all-natural, before ever looking at the ingredients. Marketing magic.

Taste: 5/5

Next time you’re in the grocery store, forget the old idiom and start judging all snacks on their packaging. Start paying attention to color, typography, and imagery. If you keep your eyes open, you might find a new favorite snack — a snack worth showing off.

Remember to share, it’s a really nice thing to do!

Written by: Jordan Cronin

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