Lead world · Identity, packaging, brand playbook
Healthy food is everywhere.
What we need is Brain food with a bold voice.
CLIENT
Karan Seth: peer brief, run like a real client
MY ROLE
Naming, identity, product range, packaging, playbook
SCALE
40+ touchpoints · 150-page brand playbook
TIMELINE
2026 · 2 months
The tension
Students and young professionals run on chai, chips and deadlines. Brain fatigue is real, so what if we sneak brain fuel into food they're already craving.
The shelf was full of beige, serious, wellness packaging. Nothing made thinking food feel fun, fast or worth craving.
Existing name does not work as ‘Real Handful’ is a brand in the same sector.
Moodboards
Before any logo, I built mood boards for how KRAKK should feel: loud energy, neon on dark to sit on snack aisles and student desks at 2am. The board was built from a several directions considered and was shared with the client to gain input before moving forward. The client liked a lot of ideas, which I then refined ahead.
The idea
KRAKK is the moment of a mental snap: a spark, a breakthrough, a crack of energy. The name reflects the brand’s promise to “crack open” sharper focus and brain power through fun, high-energy snacks made with natural ingredients. So eating smart feels like a treat, not work.
Building the world
Name & mark
‘Krakk’: the sound of a mental snap
Krakko
The concept mascot: a brain on a skateboard, always up to something
Colour
Neons only work on a dark base. Never beige and boring.
Type & voice
Chunky, playful and expressive headlines.
Clean Inter for the rest.
Typefaces convey the voice of a brand. Krakk’s typeface’s will influence brand identity and audience perception. Fonts chosen communicate an approachable, fun and friendly brand.
Mascot development
Krakko, a brain on a skateboard, was fun to draw and the first sketches were liked. However, a cartoon mascot pulled the brand younger than we wanted, towards kids and gamers, while KRAKK is for anyone who needs a mental snap: students, founders, people at work. The lightning-crack K already carried the fun on its own and it scaled from a pack to an app icon. So the logo became the hero, and I decided not to move ahead with a mascot.
40+ touchpoints
From planning flavours to deciding visuals, I designed the packaging for a product range from scratch to show how Krakk would look.
The brand playbook
Every founder needs a foundation for how their brand should be seen. Logo rules, colour rules and ratios (things like yellow never more than 10%) photography style, iconography, tone of voice and every packaging format.
View the full brand manual →
What I learned
next time: test the name and mascot with real snackers early on ✿
© 2026 Kashvi Singhal