Consumer Packaged Goods (CPG)
Consumer Packaged Goods (CPG)
Year
2021
Year
2021
Type
Brand Identity / Packaging / Creative Direction
Type
Brand Identity / Packaging / Creative Direction
TIME
12 weeks
TIME
12 weeks
Overview
Overview
The primary challenge was introducing an unfamiliar ingredient—Rumamba root—to a Western audience while building immediate trust and appeal. The brand needed to communicate health benefits clearly without feeling clinical, stand out in a saturated “better-for-you” snack category, and balance cultural storytelling with a clean, modern aesthetic that resonates with Gen Z and Millennial consumers.
The primary challenge was introducing an unfamiliar ingredient—Rumamba root—to a Western audience while building immediate trust and appeal. The brand needed to communicate health benefits clearly without feeling clinical, stand out in a saturated “better-for-you” snack category, and balance cultural storytelling with a clean, modern aesthetic that resonates with Gen Z and Millennial consumers.
/01
/01
Challenge
Challenge
The client had strong offline presence and a loyal customer base, but lacked a cohesive brand identity and had no online platform for showcasing or selling their work.
The challenge was to translate their creative values into a clear visual language and create a digital experience that was both inspiring and functional.
The client had strong offline presence and a loyal customer base, but lacked a cohesive brand identity and had no online platform for showcasing or selling their work.
The challenge was to translate their creative values into a clear visual language and create a digital experience that was both inspiring and functional.
/02
/02
Approach
Approach
The process began with defining a strong brand foundation—audience insights, tone, and personality—anchored in themes of calm energy, focus, and natural nourishment. Visually, the system combined warm, earthy tones with refined typography to evoke both heritage and sophistication. Packaging was designed to be minimal yet distinctive, using bold color blocking and botanical illustrations to highlight the product’s origin.
Photography direction emphasized authenticity and lifestyle integration, showcasing diverse, modern consumers in moments of calm productivity and everyday balance. Natural lighting, soft textures, and neutral palettes with hints of copper and green reinforced the organic, elevated feel. Messaging was kept concise and benefit-driven, ensuring clarity while maintaining a premium tone across all touchpoints.
The process began with defining a strong brand foundation—audience insights, tone, and personality—anchored in themes of calm energy, focus, and natural nourishment. Visually, the system combined warm, earthy tones with refined typography to evoke both heritage and sophistication. Packaging was designed to be minimal yet distinctive, using bold color blocking and botanical illustrations to highlight the product’s origin.
Photography direction emphasized authenticity and lifestyle integration, showcasing diverse, modern consumers in moments of calm productivity and everyday balance. Natural lighting, soft textures, and neutral palettes with hints of copper and green reinforced the organic, elevated feel. Messaging was kept concise and benefit-driven, ensuring clarity while maintaining a premium tone across all touchpoints.
/03
/03
Results
Results
The cohesive branding and campaign execution successfully positioned Rumamba Crackers as a standout in the functional snack space:
The cohesive branding and campaign execution successfully positioned Rumamba Crackers as a standout in the functional snack space:
increase in brand recall among target consumers during initial campaign testing
+37%
+37%
Higher purchase intent
+40%
+40%
/04
/04
By merging authenticity with modern design sensibilities, Rumamba Crackers was able to carve out a unique space in a crowded market. The project demonstrates how thoughtful storytelling, strategic positioning, and cohesive visual systems can transform an unfamiliar ingredient into a desirable, lifestyle-driven brand.
By merging authenticity with modern design sensibilities, Rumamba Crackers was able to carve out a unique space in a crowded market. The project demonstrates how thoughtful storytelling, strategic positioning, and cohesive visual systems can transform an unfamiliar ingredient into a desirable, lifestyle-driven brand.
Creative Direction
Sitara D.
Visual Design
Sitara D.
Marketing
Natalie F.
Creative Direction
Sitara D.
Visual Design
Sitara D.
Marketing
Natalie F.
STRATEGY / BRANDING
Supplement
With the ambition to reimagine what it means to be a cannabis company, I partnered with OGEEZ! to craft a cohesive and modern brand identity rooted in its mantra, Flavoring Life. The goal was to move beyond category clichés and position the brand as vibrant, expressive, and culturally relevant.
Through a comprehensive brand book, we established a clear and compelling identity system that reflects both the product experience and the brand’s unique point of view.