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 goal was a stronger common identity across the range without sacrificing 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 translated noise and crunch into a graphic language carried across the logotype and packaging system.

Large color fields differentiate flavors and product families, while a consistent structure holds the range together. Arabic and English were treated as equal parts of the system from the outset, keeping the packaging balanced and recognizable across multilingual markets.

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