Krootix

Starting with an in-depth market research and category analysis, we discovered that pillow chips are mostly common among teenagers in middle or high school. This group of consumers treats the snack as a part of fun-related activities, whether it’s a friends’ gathering, a birthday house party, or a little treat after classes.

We used these insights to build a brand world that feels just as playful, dynamic, and expressive. The name “Krootix” is a created word, rooted in the Ukrainian “крутий” (cool) and “крутить,” meaning “to roll” and “to engage in.” Adding the suffix “ix” at the end opened the whole essence of the product in its respective category.

The mascot, a lemur, became the symbol of this free, youthful spirit. Always in motion, always part of a group, always playful. Each flavor tells a new story, with the lemur interacting differently with the ingredients. In the cheese packaging, for example, he holds the cheese like a speaker, turning flavor into rhythm.

We developed the naming, concept, illustration, and packaging design - translating the energy of the audience into a brand that invites them to be bold, loud, and unapologetically themselves.

AWARDS WON
World Brand Design Society - Bronze in Packaging Design