KuliKuki: a crispy makeover

Made from the ground up. The color story—from the raw siennas of earth to the lush green of foliage—stems from the cultivation of the snack’s main ingredient, peanuts. And bowing to native roots, the direction features an African motif of varied shapes the snack comes in. Flat crisps, balls, and bars. Crave the process. Making the snack involves a traditional hand-pressing method that gives it an undulating texture that stimulates the senses. This inspired the pictorial mark: a KuliKuli crisp. The mark, paired with the meticulous calligraphic forms of Saudagar, embodies and celebrates the process of human craft.