Golden Krust -

Identity and packaging

The Hawthorne family began baking traditional Jamaican foods in 1949, and the Golden Krust bakery was established in New York City over thirty years ago. Since then the expansion of the brand to franchise restaurants and to supermarkets, with frozen foods, has been legendary. However the branding and packaging desperately needed to be updated.

Swerve updated the logo and a complete redesign of the entire line of frozen patties, with a bold graphic system for all of the retail packaging.

We then created updated branding for all catering items, and finally the restaurants, including uniforms and tableware, bringing the company up to date and leveraging the vibrant character of the brand, the unique flavors, and Golden Krust’s New York and Jamaican heritage.

The initial launch has seen an immediate jump in sales and stores placing additional SKUs and new flavors.

After developing a new look for the Golden Krust brand along with new retail packaging we were asked to expand the design to a new line of plant based products with Beyond Meat fillings.

This involved developing an expanded color palette of natural tones, and creating secondary graphic panels and copy.