Snack Factory Rebrand

From Snack Factory to Pretzel Farm - A crunch worthy rebrand.

TIMELINE


Feb - Mar 2024

DISCIPLINE


Product Rebranding

TOOLS


Adobe Creative Suite

TOOLS


Adobe Creative Suite

TIMELINE


Feb - Mar 2024

DISCIPLINE


Product Rebranding

CONTEXT

Overview

Pretzel Crisps is an established snack brand under Snack Factory, known for its thin, crunchy pretzel snacks and versatile pairing options.

My Focus: Maintain current brand familiarity while refining and modernizing the Pretzel Crisps brand, enhancing visual hierarchy and brand identity.

The Challenge

The challenge was to elevate the brand while keeping it instantly recognizable to current consumers:

Jobs to be done

01.


Create a new brand identity for Snack Factory.

01.


Create a new brand identity for Snack Factory.

02.


Improve packaging clarity and hierarchy.

03.


Create a scalable packaging system adaptable across flavours.

01.


Create a new brand identity for Snack Factory.

02.


Improve packaging clarity and hierarchy.

03.


Create a scalable packaging system adaptable across flavours.

Research & Discovery

Brand & Market Analysis

To establish a strong foundation, I conducted a brand analysis of Pretzel Crisps and reviewed competitive snack packaging within the same category.

Market research revealed that Pretzel Crisps’ strongest value proposition lies in its crisp texture and ability to pair with dips, spreads, and meals. The redesign needed to visually communicate these qualities while reducing unnecessary visual noise.

design system

I created a cohesive design system that improves clarity, consistency, and shelf recognition. A powerful brand symbol serves as the layout's focal point, and it has well-balanced images, elegant spacing, and distinct callouts that facilitate rapid reading. To guarantee readability and scalability across flavors, typography and colour were optimized.

design system

I created a cohesive design system that improves clarity, consistency, and shelf recognition. A powerful brand symbol serves as the layout's focal point, and it has well-balanced images, elegant spacing, and distinct callouts that facilitate rapid reading. To guarantee readability and scalability across flavors, typography and colour were optimized.

Ta-da

Welcome To The new pretzel crisps

Check Out the In-Depth Package: Here

Check Out the In-Depth Package: Here

Learnings

01.


I realized a brand isn’t just a logo or a colour palette, but it’s the story. Every design choice I made had to reinforce the brand’s new personality, from the typography to the messaging.

01.


I realized a brand isn’t just a logo or a colour palette, but it’s the story. Every design choice I made had to reinforce the brand’s new personality, from the typography to the messaging.

02.


I learned that great design starts way before the visuals. Researching the market, competitors, and audience gave me clear direction before I even opened my design tools.

01.



User testing challenged my assumptions and reshaped the product. The strongest solutions came directly from user behavior—not initial ideas.

02.



This project taught me to balance ambition with practicality. Prioritizing core value over feature overload led to a more focused experience.

© Senuji Thennakoon. 2026