Can a packaging redesign quietly signal a complete brand strategy shift?
Saw Maine Crisp Co’s new look in store the other day
Which got me thinking about brand architecture
and how a single ingredient can become a brand's greatest asset!
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This redesign is a great example of a strategic pivot
to a branded house architecture
making what was before, tucked away and small
into a leveraged asset that LEADS the convo
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Where Maine Crisp once led as the hero,
it now plays second under the Better with Buckwheat umbrella
Reflecting a powerful repositioning
What does this do for the brand?
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🎯 Unified identity:
It brings all products under one clear promise: a BFY snack experience rooted in buckwheat
🏆 Owns a platform:
It allows them to become the go to brand for buckwheat based products, not just crackers
Flour? Waffle mixes? Noodles? I’m getting hungry just thinking about it!
🔮 Future-proofing:
They can now launch new products under the same trusted
Better with Buckwheat banner, with instant credibility
Just goes to show that shifting your brand architecture
can be a big unlock and set a brand up for longterm growth
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What do you think of the new look?
Feels like a strategic move or just an aesthetic refresh?
