Kurrajong Kitchen Range Development
Oaklees, Darcies, and Jersey Maes crackers, lovingly crafted by Kurrajong Kitchen, are more than just snacks – they represent a deep-rooted sense of love and family. Every bite embodies Kurrajong Kitchen’s passion for creating high-quality food that fosters connection.
These crackers aren’t just a treat; they carry the heart of Kurrajong Kitchen’s philosophy that food can unite people. Each cracker becomes a simple yet profound way to bring generations together, reminding us of the joy and warmth of sharing moments around the table.
OPPORTUNITY
Kurrajong Kitchen entrusted Davidson with expanding their beloved product range by introducing a new selection of crackers named after their grandchildren. The challenge was seamlessly blending these new additions into the family’s trusted product line while positioning them as an everyday staple on store shelves.
The goal was to ensure these crackers felt like a natural extension of Kurrajong Kitchen’s Lavosh range, using familiar brand elements that consumers already know and love while giving the new line a unique and personal touch.
APPROACH
We focused on the deeply personal story behind the crackers, emphasising the brand’s family heritage. By weaving a family-penned narrative on the packaging, paired with a collage of polaroid photos and a handwritten script, we aimed to capture the genuine family connection. The tagline ‘From Our Family to Yours,’ placed prominently above the Kurrajong Kitchen logo, further reinforced the authenticity and warmth of the product. This design approach was crafted to evoke consumers’ emotional responses while highlighting the brand’s exceptional quality.
OUTCOME
This heartfelt and meaningful approach resonated with consumers, strengthening Kurrajong Kitchen’s relationship with its audience. The new cracker range not only boosted sales but also increased market share, solidifying the brand’s legacy of family values, quality, and authenticity.
“It has been an absolute pleasure working with the team at Davidson Branding. Having walked us through the branding process for updating packaging with our Original Lavosh Original Bites, we felt confident they could capture our ideas and passion and guide us through for the “Sisters” range. We were not wrong and are very happy with the outcome. I would be more than happy to recommend Davidson to a food company that had never taken this journey. It has been truly worthwhile in allowing us to understand our brand and the market we sit in” – Karen Lebsanft CEO & CO-Founder of Kurrajong Kitchen