Crunchips gets off to a flying start with new design

Design that makes you hungry for more: international brand Crunchips now has a brand-new packaging design that ticks several different boxes at once. Its fresh, modern look appeals to existing and new customers, while its strong branding is the perfect basis for a comprehensive new brand communication strategy. We worked closely with Lorenz Snack-World to develop the design.

And our efforts have clearly paid off: the iconographic, dynamic brand image will stand out on store shelves and have a real impact thanks to its branding.

‘In our new design, everything is in motion,’ says Matthias Nowothnig, creative director of design at Pahnke Markenmacherei. ‘The brand, the crisps themselves and the ingredients all appear to be momentarily weightless – it’s a very dynamic snapshot. This image suggests that Crunchips is all about enjoyment, and at the same time, it helps position the brand as something that’s associated with parties.’

This strong branding also makes Crunchips very flexible. It allows for the implementation of line extensions or concept-oriented limited editions – without the need to move away from the brand’s essence or identity.

‘The design relaunch marks the beginning of a complete, integrated brand communication strategy that we are currently developing with the digital agency and the media agency. We aim to use the campaign to position Crunchips even more clearly as an exciting brand that’s great for parties,’ explains Alexander Sorge, director of marketing consulting. ‘We’ll be able to reveal more over the coming weeks and months.’

The comprehensive relaunch of the entire Crunchips rangewill take place from March 2018 in Germany and other countries including Austria, Poland and Russia.

Crunchips new design
Crunchips new design II


Client: Lorenz Snack-World 
Brand/product: Crunchips 
Agency: Pahnke Markenmacherei               
Agency team responsible: 
Lars Lammers (managing director, consulting)
Alexander Sorge (director, marketing consulting)                
Jan Rexhausen (managing director, creative)                    
Ralf Schönig (manager, brand consulting)                           
Gerrit Sperhake (director, strategy)                           
Massimo Göttsche (director, packaging and design)     
Matthias Nowothnig (creative director, design)                     
Ralf Schweizer (head of production)                        
Daniela Bölke (head of final artwork and litho)


Dr Lars Lammers
Managing Partner 
Pahnke Markenmacherei
Ludwigstraße 14
20357 Hamburg
+49 (0)40 24 82 12 236