SCRAPPLES Wonky Fruits Are Put On Full Display

Branding Design

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The packaging and brand design for SCRAPPLES is the perfect blend of pop-art and childhood whimsy. Each of the characters that adorn these air-dried fruit snacks is angular and hilarious, playing into the "scrappy" nature of the brand itself. These fruits have personality, and thankfully the packaging reflects that perfectly. 

Launched in March 2020, SCRAPPLES is the new kids’ range by SPARE SNACKS who create thoughtfully produced fruit and veg crisps. The new line of products are no-nonsense yummy crunchy apple fruit crisps perfect for kids over the age of three. These sustainable snacks are made from 100% wonky fruit, are air-dried never fried, with no added sugar, no palm oil or anything artificial. They come in three apple-solutely delicious flavours: Plain Apple, Apple & Mango and Apple & Strawberry.

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The Clerkenwell Brothers were approached by the founder, Ben Whitehead, to work on the kids’ range after creating the identity for the parent brand SPARE SNACKS. They wanted to build on that identity and create a new brand world that spoke to both children and parents. Working with illustrator Nathan Joyce, they centred this around three key characters. Bumps, Biggie Smalls, and Blemmy. All with their own wonky backstory and particular quirks (Bumps likes his pip-hop beats, Biggie Smalls runs his own disco; the Ministry of Round, and Blemmy was raised by her Granny Smith to be just a little odd), these characters seamlessly fit into the new brand architecture and are used in the off pack world too.

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“As the original brand, Spare Snacks, was a playful and uplifting exploration of paper cutting and vibrant colour. Translating this into a kids’ range seemed a natural evolution.

Founder of Spare Snacks, Ben, said:

“As a parent myself, I was passionate about creating a compelling brand world that would not only engage kids around the issue of food waste in a fun way, but also speak to them creatively because too often they are ignored. We involved kids and parents throughout the process and The Clerkenwell Brothers have once again expertly realized our vision and maintained our edge.”

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Alice Dobbie, Chief of Art at The Clerkenwell Brothers commented:

We had a clear vision from the off, designing a new version of Spare’s Wonky Cut lettering, then developing the paper cut fruit pieces. We brought on Nathan Joyce, a fantastic illustrator to expand these into a full set of quirky apple character illustrations full of attitude that children, and adults, will love.”

Editorial photograph
Editorial photograph
Editorial photograph

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