Durham’s Pretzels
Pretzel Packaging Redesign
Voice & Tone, Typography/Colors, Strategy
College Project
Durham’s Pretzels are snacks sold by the Durham-Ellis Pecan Company. The Durham-Ellis Pecan Company is a well-known Pecan Sheller and distributor of hundreds of other nuts, mixes, and candies. Their customer list consists of grocery stores, ingredient users, bakeries, food service suppliers, and restaurants. They’re based in Texas and proud to be so.
I came up with a goal and strategy for redesigning the Durham’s Pretzels packaging. The goal of the redesign was to elevate the packaging from looking like a cheap snack to a higher quality snack that would sell more.
Original
ReDesign
Strategy
Bag Material
Looked at different bag designs. Chose a higher end one that felt less cheap than the current version. I went with a similar bag to the Goldfish crackers.
Transparency
The clear bag in the original had transparency. What you saw is what you got. Maintained transparency through a window design in the front of the packaging.
Texas Colors
I went with good old American red and blue to help pop off shelves and give a nod to its Texas origin. I used the more muted tones from the brand for consistency.
Origin
The company logo and story were added on the side of the packaging for brand awareness.
Illustration
Vanilla bean plant illustrations were drawn to add visual interest and charm.
Updated Assets
Updated the pretzel bag logo to the most recent version.