Royal Crisp

Royal Crisp redefines the savory snack category through a concise and emotional visual language designed to stand out on shelves and cultivate a new consumer culture.

The concept centers on a graphic metaphor and character design: a hedgehog illustration that playfully references the familiar story of carrying food on its spines. Positioned above, a slice of cheese, a tomato, and a blue arc for “original” serve as an intuitive flavor navigation system. The main character’s silhouette echoes the geometry of the waffle, while a die-cut feature translates this shape from a flat surface into a three-dimensional, tactile element.