Core disciplines: Branding / design, Innovation/NPD/Service Design


Baking Whimsy into Snacktime

Showing the Wonder of a Wafer

Wafer snack lovers are a youthful, energetic bunch; yet successful snack brand Muzic looked old and tired and was feeling the crunch from the competition.

And who wants a snack that’s totally serious?

We focused on what makes this snack a favorite for young adults: a guiltless indulgence that lets them express themselves uniquely.

We reinvigorated Muzic with a playful, illustrative design and quirky personality that speaks to snackers’ desire to let loose, feed their craving and enjoy the moment—maximizing flavor, fun and impact at shelf.


How We Got There

We amplified the power of Muzic by enticing a new consumer segment—teens and young adults—and positioned the brand as a fun snacking sidekick along for the ride and up for whatever, whenever.

This new strategy squared up an ownable space for Muzic in the Asia Pacific snack market with a mouthwatering, eye-popping design that not only illustrates the creative, carefree life of its consumer, but also simplifies flavor finding in the brand’s growing portfolio.


“I truly enjoyed working with the LPK team.
I loved the responsiveness, initiative and big-picture thinking they demonstrated.’’

Ling Yee Wen, Senior Brand Manager, Munchy’s


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