CRIC-CRAC SNACKS

___ Rebranding & Packaging Design

Cric-Crac needed to get louder without becoming more complicated. Part of Gandour, a six-generation food company founded in Beirut in 1857 and operating across more than 33 markets, the snack brand spans potato chips, popcorn and peanuts within a highly competitive category. The challenge was to build a stronger common identity across the range while preserving the speed and clarity required in multilingual retail environments.

The name provided the starting point. Inspired by the onomatopoeic sound of “cric-crac,” the identity turned noise and crunch into a graphic language built around speech-bubble forms across the logotype and packaging system.

Large color fields create immediate differentiation between flavors and product families, while a consistent architecture holds the range together. Arabic and English were considered as equal parts of the system from the outset, allowing the packaging to remain balanced and recognizable across multilingual markets.

The redesign rolled out across Cric-Crac’s best-selling products and into active retail across the region, including Carrefour in Saudi Arabia and Noon across Saudi Arabia, Oman and Egypt.

Brand: Cric-Crac
Company: Gandour
Industry: Food / Snacks
Region: MENA / Middle East & North Africa
Awards: ODA Awards 2024-Q2 - Winner, Packaging
ODA Awards 2024-Q2 — Gold, Branding

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