Crunchits underwent a full rebrand aimed at carving out a tougher, healthier position in the snack category. Earthling Studio led the identity overhaul, and my role was to create the mascot that would bring the brand’s new attitude to life. The objective was to deliver a character with presence, personality, and impact, and to give Crunchits a frontman capable of cutting through a crowded shelf and signalling the brand’s shift toward grit and confidence.

The brief called for a mascot with bite. Not a soft or playful cartoon, but a character with grit, humour, and edge that could speak directly to the brand’s no-nonsense positioning. I set out to design a figure that could own every touchpoint, from packaging to digital to campaign.

The solution was The Croc, a bold and muscular character whose body shape subtly forms a C that links him directly to Crunchits. This embedded the brand into the mascot at a structural level while giving him an instantly recognisable silhouette. Details like the gold tooth injected attitude and street character, creating a personality that felt cheeky, confident, and culturally grounded.

The Croc quickly became the visual engine of the rebrand. He unified the tone of the identity, added personality across every touchpoint, and gave Crunchits a memorable figure that stood out in a crowded category. The character helped position Crunchits as a snack with real crunch credibility and delivered a bold, distinctive face for the brand’s new direction.