Good Thins brand was created to be the better-for-you snack destination.

The brand aimed to be light-hearted, quirky and differentiated from normal crackers to reach new consumers and postion itself so they can snack without compromise.

The brand design needed to deliver distinctive segments across products substrates (sweet potato, chickpea, oat, bean and corn) and add a big punch of color for product flavor differietation. The design delivers on these objectives by utilizing a painterly brandmark and illustrations highlighting the brand’s personality and emphasis on attention to detail, lightness and wholesome ingredients.