Pretzel Crisp


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

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