Pretzel Crisps


Rethink Your Pretzel

The new twist that built a $120M Brand

Snack Factory came to Bright with a challenge — their new brand package for Pretzel Crisps needed better shelf impact. After determining what brand elements needed emphasis, Bright initiated a shift to gloss varnish, brighter colors, modified photography, and simple design enhancements to create the pop needed to become a disruptive force on shelf.

All of Pretzel Crisps’ brand promotions were supported by Bright including brand packaging, consumer advertising, in-store promotions, website development, and trade promotions. The developed brand focused on reinventing what a pretzel is, in a light, fresh, and fun way, and all brand language and look/feel revolved around the idea of “Rethink Your Pretzel.” With a bold yet approachable expression, Pretzel Crisps had a well-received and successful relaunch.

Project Scope


Strategic Design | Packaging Innovation | Line Extensions | Mechanical Production Coordination | Advertising/Social Media Campaign Ideation | Trade Advertising Support | Brand Guidelines & Asset Library


“In the world of graphic design, there are plenty of agencies that have talented designers. What sets Bright Design apart is that they actually make me feel like I’m their only customer, when they actually have dozens of them. And the ROI is astounding. Our 52 week dollars in the food class of trade are up 94%. That’s not a typo. We have a key mass class of trade retail partner that is up 192% over the same time frame. The main reason for the growth? The packaging that Bright designed.”

Perry Abbenante, Vice President of Marketing | Snack Factory® / Pretzel Crisps®