Branding · Visual identity · UI/UX · Development
A whole world.
From one crumb.
A blank page, an imaginary cookie brand, and the freedom to create everything around it.
Meet the project
100%imagination
01 / The starting point
Before the website,
there was an idea.
Crunchies began without an existing business identity or a fixed product catalogue. That made it an opportunity to explore the whole creative process, from the first product idea to the interface that presents it.
AMUI developed the product concepts, names, visual language, content, UI and storefront as one connected project. Every part needed to feel like it came from the same world.
Crunchies is a fictional brand and an independent creative showcase. The products and merchandise shown here are concepts.
- Starting point
- A blank page
- Our role
- Concept → Identity → Website
- Project type
- Independent brand showcase
02 / A visual world
A little colour.
A lot of character.
Soft colours, expressive lettering and generous product imagery set the tone. The identity has room to be playful across a cookie, a screen or a tote bag.
03 / Product personalities
Same family.
Different flavours.
A product range needs both consistency and variety. Explore three concepts to see how colour, imagery and language give each one a distinct mood.
Flavour study / 01
Salted Caramel
Warm. Generous. Familiar.A golden palette and a caramel-centred cookie establish the warmest part of the range. Product, colour and language tell the same story.
Butter yellow / Golden tones / A soft centre04 / Beyond the product
Personality,
everywhere.
The brand language extends beyond the cookie itself. Product names, illustrations, campaign visuals and merchandise concepts give the world more places to live.
to the moon.
05 / The digital experience
A place to
meet the brand.
The storefront brings the identity into use. Visitors can explore the product range, discover the brand story and browse merchandise concepts through one consistent visual language.
What this project demonstrates
Built from scratch.
Connected by design.
Crunchies shows how AMUI can shape an identity and carry it into a working website, with product concepts, content and interface decisions reinforcing one another.
Explore the showcasePlanning something similar?