Top Seedz
Top Seedz
Expanding a nutritious cracker into more snack occasions
Expanding a nutritious cracker into more snack occasions
We’ve all been there. Standing in the cracker aisle with a craving, choosing between something that tastes good and something that tastes sad. Choose wisely, or prepare for the guilt. Every snack has to be optimized, functional, high-protein, low-something, and apparently joyless. Craving something delicious has become a moral dilemma. But Top Seedz crackers give us every reason to forget all that. People obsess over their tasty, golden crunch, the ingredients are simple and organic, and there’s none of that cardboard energy. So the next time a craving hits, maybe there’s no decision to agonize over. Just something to celebrate.
We’ve all been there. Standing in the cracker aisle with a craving, choosing between something that tastes good and something that tastes sad. Choose wisely, or prepare for the guilt. Every snack has to be optimized, functional, high-protein, low-something, and apparently joyless. Craving something delicious has become a moral dilemma. But Top Seedz crackers give us every reason to forget all that. People obsess over their tasty, golden crunch, the ingredients are simple and organic, and there’s none of that cardboard energy. So the next time a craving hits, maybe there’s no decision to agonize over. Just something to celebrate.
Brand Strategy
Brand Strategy
Opportunity
Top Seedz already has broad appeal. While the brand is positioned around clean fuel, people actually love it for the craveable crunch and flavor. But fuel is a job, not a craving. It's what you pack for a hike, not what you reach for at 9pm just because you want it. The opportunity was to expand into everyday snacking without losing the nutrition people value.
Insight
Audience research showed how deeply guilt influences the way people talk about cravings. But cravings are a normal part of being human. It’s better-for-you snack culture that turned them into something to manage, justify, or resist.
Strategy
Make the craving the occasion. Reposition Top Seedz around the idea that cravings are a moment to celebrate, giving the brand a bigger role in everyday snacking and stepping outside the guilt conversation entirely.
Opportunity
Top Seedz already has broad appeal. While the brand is positioned around clean fuel, people actually love it for the craveable crunch and flavor. But fuel is a job, not a craving. It's what you pack for a hike, not what you reach for at 9pm just because you want it. The opportunity was to expand into everyday snacking without losing the nutrition people value.
Insight
Audience research showed how deeply guilt influences the way people talk about cravings. But cravings are a normal part of being human. It’s better-for-you snack culture that turned them into something to manage, justify, or resist.
Strategy
Make the craving the occasion. Reposition Top Seedz around the idea that cravings are a moment to celebrate, giving the brand a bigger role in everyday snacking and stepping outside the guilt conversation entirely.
Brand Identity
Brand Identity
The new brand sees every craving as an opportunity to enjoy something delicious, take a moment to nourish yourself, or share a little joy. The voice is warm, spirited, and unpretentious, celebrating the everyday pleasure of good food. It pokes fun at diet culture, but never at people.
The visual identity is inspired by the mosaic-like pattern of the crackers themselves. Hand-drawn seeds bring warmth and human connection to the system, and typography inspired by pre-1980s food packaging gives it the analog simplicity that our audience feels nostalgic for. The whole system feels joyful, tactile, and full of personality without losing the simplicity that makes the product special.
The new brand sees every craving as an opportunity to enjoy something delicious, take a moment to nourish yourself, or share a little joy. The voice is warm, spirited, and unpretentious, celebrating the everyday pleasure of good food. It pokes fun at diet culture, but never at people.
The visual identity is inspired by the mosaic-like pattern of the crackers themselves. Hand-drawn seeds bring warmth and human connection to the system, and typography inspired by pre-1980s food packaging gives it the analog simplicity that our audience feels nostalgic for. The whole system feels joyful, tactile, and full of personality without losing the simplicity that makes the product special.
Packaging
Packaging
The packaging brings the strategy to life by putting craving first. Bold color, playful language, and plenty of appetite appeal. We still give people the numbers they’re looking for but nutrition is secondary.
The packaging brings the strategy to life by putting craving first. Bold color, playful language, and plenty of appetite appeal. We still give people the numbers they’re looking for but nutrition is secondary.
Applications
Applications
I mapped the creative across the customer journey so the brand could tell its story a little at a time. Discovery touchpoints lead with appetite appeal and attitude. As people get closer to purchase, ingredients and nutrition show them the product lives up to their standards, and mission and community give them more reasons to fall in love with Top Seedz.
I mapped the creative across the customer journey so the brand could tell its story a little at a time. Discovery touchpoints lead with appetite appeal and attitude. As people get closer to purchase, ingredients and nutrition show them the product lives up to their standards, and mission and community give them more reasons to fall in love with Top Seedz.
The Team
The Team
This was a solo project completed as part of my graduate program at ArtCenter College of Design (MDes) for Brand Design and Strategy. This project is not affiliated with Top Seedz.
This was a solo project completed as part of my graduate program at ArtCenter College of Design (MDes) for Brand Design and Strategy. This project is not affiliated with Top Seedz.
Some images in this project were created using AI-powered image generation tools. Some visuals incorporate unlicensed imagery or artwork derived from existing media. All materials are presented for educational, illustrative, and non-commercial purposes only, with no intention of infringement.
Some images in this project were created using AI-powered image generation tools. Some visuals incorporate unlicensed imagery or artwork derived from existing media. All materials are presented for educational, illustrative, and non-commercial purposes only, with no intention of infringement.
