CRUNCH

As a legacy brand, it's easy for CRUNCH to settle into old-fashioned expectations. However, by refreshing its online brand presence through creating social pillars that pique interest and encourage followers to take short & sweet daily CRUNCH breaks, we show the public that the brand is playful, magnetic and vibrant. CRUNCH socials are super-packed with emotional uplift and simple joy just like sinking your teeth into the classic candy bar itself.

Scope

Digital
Brand strategy

Role

Design
Art Direction
Brand strategy

In Collaboration With

Digital Lead • Michael Miller
Account Management • Jenn Carson / Christi McNeill
Copywriting • Joe Bianco

Agency: Golin New York

Color + Visual Motif

The traditional CRUNCH Blue and CRUNCH Red are blended for visual depth and vibrancy in the digital space. Simple illustrative forms can be combined and manipulated to create dynamic content.

Typography

Header: HWT Gothic Plain
Body: Acumin (variable)

Things That Go CRUNCH

Encouraging users to take breaks to enjoy CRUNCH is one of the main targets for the brand's social channels. We showcase satisfying sounds that just so happen to go CRUNCH and tap into the ASMR/soundscape space.

CRUNCH Snack Hacks

To satisfy cravings fast, we feature snacks that utilize CRUNCH products in easy ways. No recipes here, we’re on the hunt for quick snack hacks while playing with our food.

CRUNCH Tastemakers

Curating themed playlists to show all the ways that CRUNCH has the greatest taste.

Thoughts While CRUNCHing

Hitting pause in your daily life to enjoy CRUNCH is so good that your mind’s bound to wander - this social pillar asks strange pseudo-intellectual questions to spark sharing and conversation.