Crunch Pak's Kim Green Divulges Details of Recent Rebrand

WENATCHEE, WA - Crunch Pak recently rolled out its brand refresh, including a new logo, revitalized packaging, and a modernized look across its core product lines. To get a closer look at the landmark rebrand, I got in touch with Kim Green, Creative Director.

Kim, what are the company’s primary goals in executing this rebrand?

“One of the biggest goals with this rebrand was to increase brand visibility and recognition on shelf. We wanted to create a more cohesive and consistent packaging system across product lines that would strengthen our overall brand presence and create a stronger brand block at retail. This refresh was also about modernizing the brand while still staying true to who Crunch Pak is and what consumers already know us for, fresh, convenient snacking.”

What is the key messaging and look that Crunch Pak is focused on?

“The key messaging behind the rebrand is centered around 'Snacking That Feels Good.’ For Crunch Pak, that meant focusing on fresh and wholesome snacking that doesn’t just taste good but feels good too. We wanted the brand to feel fun, bright, modern, and cohesive while still maintaining the freshness and familiarity people already associate with Crunch Pak.”

How will the rebrand carry Crunch Pak into its next era of growth?

“Having a more clearly defined brand personality, messaging platform, and packaging system creates a strong foundation for future growth. The rebrand gives us more consistency across products and marketing, while also creating flexibility for innovation, new product development, and future partnerships. It allows us to spend less time trying to reinvent the brand for every new initiative and more time focusing on new ideas and growing the Crunch Pak portfolio.”

Do you have any final reflections on the rebrand?

“This was a really exciting project to be a part of and such a collaborative effort across teams. It’s been fun to see how the Crunch Pak brand has evolved over time while still staying connected to its roots.

One of the biggest challenges with this refresh was finding ways to better connect our evergreen Crunch Pak brand with our licensing collaborations in a way that strengthens both. We wanted to create a system where the licensed brands still stand out, while also building stronger recognition for Crunch Pak as a whole.

At the end of the day, defining and clarifying a brand is really important for long-term recognition, growth, and consistency, and this rebrand helps set the foundation for where Crunch Pak is headed next.”

Now that the rebrand has hit store shelves, Crunch Pak has its sights set on future growth. Stay tuned as we report the latest.