Crazy Jack was an established raw ingredients brand who’s packaging had become tired and dated looking. The brief was to modernise, build in personality and raise the quality perceptions of their organic products. The identity was tackled first as the brand name sounded fun but there was no story behind it or reference to this character in the design. The logo type was made more fun as the mismatched boots became a symbol for Crazy Jack. The packaging material was also changed to a matt laminate and clear colour coding for the many variants were applied.
The tree icon is at the core of the design and used as a window to the product.