Preserving an iconic style whilst paving the way for future innovation.
Cradoc’s was started in 2008 by Allie who, following her passion for food and baking, began her own form of ‘culinary alchemy’ by testing recipes on her friends and family. 2 years later, she was selling her biscuits and crackers commercially.
Having launched her brand to great acclaim at Olympia’s Speciality Fine Food Fair, interest started to trickle in from huge retailers such as Waitrose, Fortnum & Mason and Harvey Nichols, along with some of the UK’s best independent delis.
Ready to expand her range with Asian inspired cuisines, Allie needed packaging that was recognisable but new, unmistakably ‘Cradoc’s’ but forward-looking.
First things first, we tried the crackers (duh), then we started on the design concepts. The brand sported an illustrative design already, which he held onto and developed. We knew we needed to preserve this iconic style, but pave the way for future innovation.
Traditional Chinese brush painting became the main influence and basic shapes were sketched and experimented with before refining them digitally. A set of animal characters were chosen to represent each of the colour combinations, and colour was used sympathetically to enhance the texture of the brushstrokes.
The traditional Cradoc’s typeface remained, but in stark contrast to the usual packaging (bright colour printed on a white satin stock), the new boxes were printed with the illustrations sitting against a demi-matt off-black background. Subtle illustrations were also used behind each character to tease the flavour combinations inside.
Cradoc’s won Overall Winner in the 2018 Hospitality and Catering Expo Innovation Den, which makes us all the more excited to continue working with them on the illustrations and packaging for new flavours launching soon!
“Designdough dug down to identify the true personality of this little biscuit company (which sealed the deal for me). We set a brief - to follow up a winning range of biscuit packets with eye-bashing imagery and a familiar but progressive styling of our existing brand. What happened is amazing! Packaging in the Food and Drink industry is the biggest and sharpest tool, if you can get it right. We are more than delighted with the results.”
Cradoc's Savoury Biscuits