SUNFLOWER CRACKERS REBRAND

Like cream and crackers, better together.

GBDA 202 Digital Media Project 2

PROBLEM

Sunflower Crackers, a well-known Philippines-based brand under Croley Foods, is in need of a rebrand to update its outdated logo and uninspired design. In order to enhance its presence in western markets, it requires a modernized visual identity that preserves its humble, homey feel.

SOLUTION

The new logo features a combination of abstract mark and wordmark. The abstract shape incorporates a sunflower motif, and the lines represent the cracker product. The abstract shape serves as a simple icon that gives more character to the brand through introducing a fun, friendly vibe. Likewise, the font chosen for the wordmark logo is bold and easy to read, which matches the target demographic of families. Overall, the new logo modernizes Sunflower Crackers while retaining its personability and overall no-frills brand identity, appealing to the middle-class target market.

LIKE CREAM AND CRACKERS, BETTER TOGETHER.

Introducing a fresh and fun tagline/slogan can help Sunflower Crackers spread a clearer message of their brand’s values. Sunflower Crackers greatly values and puts an emphasis on togetherness and good times with loved ones. This new tagline positions them as a company that wants to spread the joy of sharing good food with others while also reminding the consumer of the humble simplicity of the product—cream and crackers.

The new Visual Identity is CUTE, BRIGHT, and DIGITALIZED. All advertisements and social media posts follow brand guidelines and look cohesive. Fonts used remain consistent. The new Visual Identity keeps the brightness and liveliness of the old look, but modernizes its visuals with a clean new logo and halftone elements.

RETROSPECTIVE

Though gruelling, this project of redesigning an entire brand taught me how a successful and effective brand strategy can reshape how your company is received by your audience. I have carried forward the lessons I’ve learned to future brand strategy projects and when developing my own personal brand.

‹ SPROUT

UWVSA HOODIE ›

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