Kruncher Visual Identity & Packaging Design

Visual Identity

Packaging Design

Kruncher

When Haldiram's set out to disrupt the savory snack landscape with Krunchers, they needed packaging that would command attention in India's most saturated category while maintaining appeal across the full spectrum of market tiers. Our challenge was crafting a visual system that could simultaneously woo sophisticated urbanites and charm tier-3 consumers—all while ensuring instant flavor recognition in a segment where decision-making happens in seconds.

Industry

FMCG

Haldiram Kruncher Tangy tomato and Masala Mania GIF

Haldiram icon of chili, cheese, tomato, and tofu

Haldiram Say Cheese and Sweet Chilli GIF

Flavor personalities, vibrantly realized

We developed a packaging architecture where color doesn't just indicate flavor—it embodies it with personality to spare.

Blue for Masala Mania (as confident as it is complex), yellow for Say Cheese (bold, unapologetic, impossible to ignore), purple for Sweet Chilli (mysteriously addictive, delightfully contradictory), and red for Tangy Tomato (vibrant without trying, the extrovert of the family).

Haldiram Kruncher Packs of all the four flavours

By deliberately choreographing this color psychology with modern design elements, we created a system that performs a remarkable balancing act—too sophisticated to be dismissed as childish, too playful to intimidate the young or young-at-heart. The result is packaging that functions as both brand ambassador and flavor storyteller, creating instant

recognition cues that translate across markets while speaking a visual language that feels decidedly contemporary. In a category where everyone shouts, Krunchers doesn't raise its voice—it simply says something worth hearing, ensuring consumers reach for it with both hands, regardless of postal code or birth certificate.