Nicolas and the Crumbel team devised the ideal brand and future go-to-market strategies for Crumbel. We worked closely with them to develop a complementary packaging strategy that struck a careful balance: preserving the loyalty of current consumers while introducing changes that highlight the brand's uniqueness. Crumbel now proudly expresses its identity as the generous Belgian brand offering traditional, indulgent treats that create cherished memories with family and friends.
While we didn’t change the name logo as Crumbel asked, well… we did. By adding a baked texture and refining each letter for greater impact, we made the word "Crumbel" more powerful than ever to stand out in a competitive market. Fundamentally, though, it remained unmistakably Crumbel, a proud Belgian brand.
We achieved a subtle yet impactful improvement, impressively increasing brand awareness with striking wall of products at the point of sale. Crumbel had a clear vision: to maintain a soft color palette in their characteristic transparent packagings, that stayed true to their brand's universe.
In a crowded market dominated by iconic brands, vibrant colors, and attention-grabbing illustrations, you might think standing out would be a challenge. Well, we did something different. We opted for a simple, expressive rosette shape reminiscent of classic sweets, evoking nostalgic moments of shared indulgence. This choice created a serene yet distinctive presence.
Simultaneously, we leveraged a clever color system across the entire product range. By applying this system consistently on all packaging and labels, the product line came to life on the shelves. Each package highlights Crumbel's beautiful treats, showcasing their down-to-earth charm while confidently establishing the brand’s strength.
It would be too simplistic to consider our branding work complete with just the packaging design. The visual elements on the packaging alone were not enough. To address this, we developed a comprehensive toolkit that extends beyond packaging to envision the entire corporate identity. This toolkit includes resources for communication, ensuring a cohesive and effective brand presence across all platforms.
Crumbel is setting ambitious goals of capturing an even larger market share. They launched an impactful TV campaign at the start of the new school year with the video communication agency Clementine. We're excited to see how our common work will translate into sales and market share.
“With Catchafish, we found the right people for the job. Their creative minds, seamless collaboration, and excellent guidance throughout the entire process led to a packaging identity we are truly satisfied with. Our brand now stands out significantly, and we're eager to see the impact on sales. We have a solid brand identity, a clear visual style, and a compelling message. Choosing Catchafish means choosing experts who truly know their craft."
Eline Godderis, Marketing manager Crumbel
