Mr Scratchings approached Moirae to refresh the pack designs for their world-famous pork scratching products. In a competitive marketplace, it was key that we communicated the unique seasoning that differentiates Mr Scratchings from their competitors. Whilst creating four different pack designs - we needed to create a design system which made it clear that these all belong to the same family of products.
Firstly we redrew the "Mr Scratchings" character himself, making him much more friendly and creating a banner system around him that could be applied to each and every pack. In order to really emphasise the key selling points of each product, we decided to photograph each snack and add hand drawn annotations. Finally, we chose a colour palette for each pack and applied a background pattern, inspired by the stripes on a butcher's apron.
