Repositioning an established snack brand for a mature, higher-income audience.
Mildberry redesigned the brand identity and packaging for Kracks, a Food Empire snack line present in the market since 2003. To adapt to shifting economic conditions and attract an adult demographic with higher purchasing power, we developed the "New City Kings" concept. This repositioning moved Kracks out of purely youth territory and into a contemporary urban aesthetic while maintaining core brand recognition. The updated design emphasized product quality, directly supported a nationwide 360-degree marketing campaign, and established a flexible platform for future umbrella category extensions beyond potato chips.