MORNING CRUMBLE - Brand Identity & Packaging Case Study
OVERVIEW
Morning Crumble is a handcrafted Illinois‑grown granola born inside the bustling kitchen of a beloved local pancake house. The founder sourced every ingredient from nearby farms with a mission to uplift local agriculture.
I led the brand strategy, creative direction, and packaging design system, transforming Morning Crumble from a local secret into a vibrant, purpose‑driven brand with shelf
THE CHALLENGE
Morning Crumble had authenticity, purpose, and a loyal customer base — but lacked a cohesive identity that communicated its story at a glance. The brand needed:
- Stronger differentiation in a saturated natural‑foods category
- Clear storytelling around Illinois‑sourced ingredients
- A modern, energetic look aligned with the founder’s mission
The opportunity was to elevate a homemade product in
BRAND STRATEGY
The strategy focused on capturing what made Morning Crumble truly unique: granola crafted with care, using farm‑raised ingredients from the heart of Illinois. I established a brand direction centered on:
- Local agriculture as the hero of the story
- Vibrant color palettes inspired by sunrise and fresh ingredients
- Warm, approachable typography with handcrafted cues
- A storytelling platform th
CREATIVE DIRECTION
The visual identity brings the founder’s passion to life with color, clarity, and energy.
COLOR PALETTE
Inspired by morning light, fields, and seasonal harvests — a vivid system designed for instant recognition and SKU differentiation.
TYPOGRAPHY
Friendly, modern type choices balance handcrafted warmth with retail‑ready clarity.
TONE OF VOICE
Bright, optimistic copywriting emphasizes c
IMPACT
The new brand identity:
- Strengthened brand clarity and story
- Improved customer perception
- Created a scalable visual system — positioning the founder for future growth, expanded distribution, and new flavors
Morning Crumble now reflects what it has always been: a vibrant celebration of Illinois farmers, local community, and the joy of starting the day with something made with love.
