Violet Crumble Redesign
As a branding exercise, I chose to redesign the packaging for Violet Crumble, my favorite candy bar. While the original design holds nostalgic value, I saw an opportunity to modernize and appeal to a larger audience.
My goal was to reposition Violet Crunch as the unique alternative to mainstream chocolate bars that it truly is. To breakaway from the ordinary with design-driven packaging that captures the attention of gen z and reflects the brand’s unique flavor.
Violet Crumble was first introduced in 1913 by Abel Hoadley, who named it after his wife’s favorite flower, the violet. However, the current packaging makes no reference to this floral inspiration—so I changed that.
To honor the chocolate’s heritage, I incorporated a rich dark violet, carefully color-matching it to the Australian flag. Now, I can’t help but wonder if the original designers did the same.
Through a rapid iteration process, I explored various designs to identify the one that best aligned with the brand goal.
