Crunchy

Brand Identity

Bringing an effervescent and inviting new look to mindful hydration.

Overview

In a crowded market where brands fight for shelf-presence and consumers have grown weary of endless options, Crunchy carves out a distinct path—one rooted in the personal wellness journey of its founder and the shared experiences of its close-knit community. At its core, Crunchy isn’t about taste — it’s about benefits more than anything else. With six unique flavors, each is crafted for a specific combination of benefits, which underpin the structure and variety of the brand’s identity and packaging. These formulations trace back to founder Megan Riggs’ search for holistic alternatives after Western medicine failed to ease her anxiety and depression—a journey that led her to Thailand, where she discovered the natural remedies that now define Crunchy. The new brand and packaging represents and invitation to experience the vibrant possibilities of life, mixing the spirit of a friend with the expertise of a seasoned mentor.

Sectors

  • Food & Beverage
  • Lifestyle

Timeline

  • Q3 2024

Credits

  • Crunchy Team

    • Megan Riggs
    • Heather Herring

The Opportunity

Even with a world-class product and an amazing story, Crunchy struggled to capture the imagination of those outside of their immediate vicinity. With packaging referencing the seven chakras, a combination of tie-dye cans and a trippy font system, it was simply too hard for most to see themselves in the brand. This was especially true for the people who could benefit the most from Crunchy — people like working professionals, athletes, and someone simply scanning the Whole Foods shelves for a bit of after-lunch energy. While ‘crunchy’ sometimes carries a reputation—often lumped in with terms like ‘granola’ or ‘hippie’—Crunchy has always embraced its identity with confidence. So rather than watering that identity down, we worked to reinvent this into something enthusiastic and intriguing. Blending modern psychedelic influences with an understated wit, the new identity stands apart from the crowded sparkling water space. The introduction of a fresh logomark and mascot infuses the brand with a self-awareness that feels effortlessly charming—you can’t help but smile along.