Snack Line Packaging Redesign for Mucci Farms
“Ian Bogost once wrote—about a toaster, no less—that design was ‘the stewardship of essence.’ A process of trying to help something along the path of becoming more of what it already was. With this refresh, I feel the team have pushed things that little bit closer to pure ‘Mucciness.’ The suite of products feels more focused and cohesive without losing charm.”
- Designers: Wayne St. Denis, Kyle Stiers, Adam Lagotzki, William Hawksworth
- Copywriter: Kaitlyn Molliconi
The primary objective was to modernize and refresh Mucci Farms’ snacking product line while maintaining strong brand recognition across its well-established portfolio. The approach focused on an evolutionary rather than revolutionary update, ensuring the refreshed design preserved the core Mucci Farms identity while improving legibility, vibrancy and overall visual appeal. Recognizing that shoppers increasingly seek clarity, vibrancy and product inspiration at shelf, particularly within the fresh category, the team developed a creative strategy centred on simplifying and amplifying the brand’s most recognizable assets. The process involved reducing visual clutter while increasing impact by prioritizing fewer, larger design elements, more legible brand wordmarks, updated recipe photography featuring unplated, snack-focused dishes, bolder colour schemes and cleaner, more subtle surface textures. The refreshed snack line delivers a cleaner, more contemporary and playful identity that remains instantly recognizable as Mucci Farms.
