Cray Cray, Canned Crawfish Co. / PACKAGING

PACKAGING

Cray Cray, Canned Crawfish Co.

The soul of a seafood boil, packed down into a line of Canned Crawfish.

THE PROBLEM
Crawfish is not widely available or sold in stores across the United States.

THE OBJECTIVE
To bring canned crawfish in an array of flavors to stores outside of the top production/consumer states including Louisiana, Texas, and Mississippi.

THE WORK
+ Branding
+ Packaging
+ Point of sale
+ Art direction
+ Pattern design
+ UX & UI

THE THINKING
Large scale crawfish boils that originated in Louisiana, which are huge communal events where guests gather around the pot to socialize and share a meal. Crawfish were so popular there that they became the state crustacean in 1983. Considering the high end tinned fish industry and wanting to join with a new product, I developed Cray Cray.

THE PROCESS
I worked on finding the balance between a visually busy design with relaying product information in tons of iterations of the packaging. With research on flavors, I built up a product skew to appeal to the consumer, whether familiar or unfamiliar with crawfish already.

THE POINT OF SALE
Considering the customer interaction with the product in stores, the point of sale display relies on bold design to grab attention and market Cray Cray.

THE WEBSITE
As the tinned fish market continues to grow, a digital presence is an essential brand touchpoint for the consumer audience.

THE AD CAMPAIGN

Making small life events feel worth celebrating, pointing to how Cray Cray is small but packs the essence of a full scale crawfish boil.

THE EXPLORATION
Creating a solution comes from many sketches, iterations, prototypes, and best of all, mistakes. With constant feedback and analyzation at each step of the work, the process yields great results. Here’s a peek at some of the steps I flew between while working on Cray Cray.