• Krusteaz

    Creative Agency: Tether
    Chief Creative Officer: Stanley Hainsworth
    Executive Creative Director: Steve Barrett
    Creative Director: Dan Smith
    Group Account Director: Dodi Monahan
    Senior Creatives: Julia Ondich, Andrew Well, John Kendall
    Senior Copywriter: Bo Gilliland
    Copywriter: Berri Windsor
    Account Manager: Alex Warren
    Production Manager: Kyle Fuson
    Senior Production Designer: Keith Slawson
    Project Type: Produced, Commercial Work
    Client: Krusteaz
    Location: USA
    Packaging Contents: Pancake and Bake Mix

    When it comes down to it, baking, cooking and sharing food is all about connection—especially for parents who want to build happy memories with their families. Krusteaz hones in on that desire, helping customers create those connections.

    On shelf, the baking category is dominated by a handful of legacy brands with little differentiation. While Krusteaz has been a household name in the West for decades, nationwide it needs to break through the sea of sameness on shelf. The packaging revitalization will help it stand out, attract new customers, and expand current loyalists across categories.

    As a challenger brand, Krusteaz has to overcome strong consumer loyalty to legacy brands, but it has several important qualities that help set it apart: It’s been a family-owned business since 1932, and they put special emphasis on quality ingredients and recipes, which are relentlessly tested, America’s Test Kitchen style, to taste measurably better than the competition.

    An injection of visual personality and a strong, color-coded brand block helps the design stand out on shelf and cues customers who will see Krusteaz on several different grocery aisles. A refreshed brand badge and instructions improves brand awareness and product information navigation. Since appetite appeal is key in this category, the new look brings forward mouth-watering photography that evokes the warm feelings associated with baked goods.

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