Lighting Up the Global Market

Summary

I created the ultimate brand experience for their global brand, Cricket. With 11 products in the natural fire lighters and matches segment, divided into two different series - Cricket Eco and Cricket Standard - I developed and designed packaging that would stand out on a global store shelf and establish Cricket as the dominant brand in the fire starter segment.

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Challenge

The goal was to differentiate the brand, highlight the benefits of the products, and create a strong brand recognition throughout the series. Plus, I had to find a way to convince customers to pay 5-10% more for Cricket products. To tackle this challenge, I used brainstorming, customer journeys, and conversations with experts in materials and sustainable solutions to develop and design the packaging, considering its size, function, and material.

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Solution

I shared my insights by showing what problem the packaging solves, why it's better for the consumer, and how the material choices reduce fossil-based content. I shot images, created symbols, and designed the packaging with a high contrast and warm character in the wood material that lifts the products towards the fiery red. The customer saw two packaging concepts, a short-term and a long-term concept, both using FSC-certified paper and a non-oil based barrier. The long-term concept even had an additional function as a shuffle! With this approach, I created packaging that not only looks great but also tells a story and highlights the benefits of the products.