Oaklees Originals Crackers
Oaklees Originals crackers are a heartfelt creation brought to life by Kurrajong Kitchen. These crackers are more than just a delightful snack; they are a symbol of love and connection.
Every Oaklees Originals Cracker is a testament to Kurrajong Kitchen’s commitment to quality and their belief that food can be a vessel for love and connection. With Oaklees, they invite you to savour not just a delicious cracker but a taste of the profound love that fuels family relationships and brings generations closer together.
Kurrajong Kitchen approached Davidson to extend their family-loved, owned, and made product range with a new iconic cracker ‘Oaklees’, named after one of their grandchildren.
Davidson was tasked to visually position ‘Oaklees’ within the ‘everyday’ category of crackers on the shelf. While still connecting to the existing Lavosh packaging range by using recognisable key brand assets, such as logo, claims, typography styles, and a specific focus on the brand’s family history and values.
Davidson leveraged the distinct and ownable ‘Oaklees’ Cracker shape by using it as a large holding shape on pack, behind the large navy sub-brand ‘Oaklees’ logo. Emphasising the light-hearted personality of the sub-brand, the floating product photography appears fun and insinuates ‘everyday’ category cues with simplified serving suggestions and bright, solid blue pack colour.
It was important to emphasise the emotional origin story of the ‘Oaklees’ range and communicate the connection to family, cherished moments of love and support. The inclusion of a family-owned and written back-of-pack brand story, a collage of family polaroids, a hand script, personable annotation style, and new tagline ‘From Our Family to Yours’ above the Kurrajong Kitchen logo, all combine to deliver a product that is emotionally relatable to consumers and quality assured.
“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