Sharing the Love,
Coast to Coast
A West Coast staple for generations, Krusteaz has been steadily chipping away at entrenched national brands in the bake and pancake mix category. This packaging refresh signals the brand’s intent to win space in more pantries from coast to coast.
We art directed a round of mouthwatering photography—probably the most important element—and revamped the design language to appeal to contemporary tastes while evoking delicious taste, the warmth of an oven, and the feelings of love and pride that come with homemade goods.
After a journey of 18 months of planning, research, and creation, Krusteaz was ready to hit shelves with 70+ fresh SKUs diligently designed to increase consumer connection and improve brand awareness, recall and trial.