Barnum’s Animals Crackers
Rebrand and Packaging
I grew up eating these and never outgrew the habit. They're still my go-to nostalgic snack—and a solid graham cracker crust alternative when I bake. This redesign took a few twists and turns, but I enjoyed the challenge and love where it landed.
Research and Discovery
This isn’t Barnum’s Animal Crackers’ first redesign. In 2018, after pressure from PETA, the animals were uncaged and set free. While I appreciated the change, the update lost some of the fun and whimsy that sparks kids’ imaginations.
Process Sketches
Creative Challenges
Since Barnum’s Animals had already gone through a rebrand recently, the challenge was building on it without echoing past designs. I wanted to honor the original while keeping the animals free and uncaged.
Hand-lettering is my comfort zone—illustration, not so much. Sketching the animals pushed me out of that zone, and it took time (and a lot of drafts) before I landed on something I was proud of.
First Option
For the first option, I leaned into typography, creating ornate, carnival-style lettering as the main focal point. The color palette stayed subdued—playful enough for kids, but with a refined edge to appeal to adults too.
Second Option
The second option took a more kid-focused approach, using the iconic yellow and red from the original box. I kept the hand-lettering, but put more emphasis on the animal illustrations to connect with the brand’s core audience. This is the version that made it to the final product.
Packaging
Alternate packaging showcasing each animal's facts on the side panels will be produced so kids can learn about all their favorite animals.
Reflections
I loved option one, but it lacked the playful spark to grab kids' attention, and the colors strayed too far from the brand. Option two—the final pick—had more personality and hit the mark with its young audience.
The final product makes me genuinely happy. The fancy animals make me laugh, and the design feels like the perfect blend of the classic look and the free-roaming safari update. Now, the animals feel like characters on an adventure—interacting, exploring, and telling a story together.