The previous Mary’s Gone Crackers packaging lacked clarity and shelf impact. It didn’t clearly communicate what made the brand different from other crackers — such as its organic, gluten-free ingredients and wholesome values. As a result, shoppers found it hard to understand why they should choose Mary’s over competitors.

We redesigned the packaging to clearly express the brand’s purpose and unique benefits: clean ingredients, bold flavor, and real nutrition. By organizing the full product portfolio and elevating key messaging, we created a system that helps shoppers instantly understand what Mary’s stands for — and why it’s worth reaching for.