Lighting Up the Global Market
![](https://assets-global.website-files.com/6410ba77b496c78f363a6328/641b80fdf92312f80af25b32_zoomcricket6%408x.png)
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.
![](https://assets-global.website-files.com/6410ba77b496c78f363a6328/641b8218cd045d54a245b982_cricket6%20kopia%408x.png)
![](https://assets-global.website-files.com/6410ba77b496c78f363a6328/641c0fb909c504055b11d265_cricket9.png)
![](https://assets-global.website-files.com/6410ba77b496c78f363a6328/64147dcae77ff9e91a227e08_cricket2.png)
![](https://assets-global.website-files.com/6410ba77b496c78f363a6328/64147decf04405c2cfed589c_cricket.png)
![](https://assets-global.website-files.com/6410ba77b496c78f363a6328/64147e00036e35a0e94ccc64_cricket3.png)
![](https://assets-global.website-files.com/6410ba77b496c78f363a6328/64147cd3318bac4c60f32292_cricket_1.png)
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.
Solution
I shared my insights by showing what problem the packaging solves, why it's better for the consumer, and what makes it more sustainable. 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 eco 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.