Never underestimate the impact of popular culture or the snap of a good cracker. There was seldom a time that a box of Ritz couldn’t be found at a family gathering or just hanging out in the back of a cupboard. The heritage of that little round guy with seven trademark holes dates back better than a century. There’s a comfort to the feel, the size, and the profile of the cracker that makes the consumer smile. That scalloped edge might remind us of the seal on that certificate we won or imply a warranty or an action of some official nature. Regardless, the eased, ruffled edge isn’t a harsh saw tooth and beckons us to touch.
Where this shape really comes into its own beyond a badge is as the inviting container to hold an iconic reference to your client. Or it could be the shape that emulates nature or fruit or a flower or the cross section of rigatoni or a churro. So much happiness to go around. This shape is so ingrained in our memory that just seeing a partial arc of the familiar ruffle still feels right. It can be technical, but approachability is the charm to this trend. Surprise, there’s no set number of scallops to an edge to join the club but you’ll know it when you see it. You my friend are allowed to incorporate as many or as few as you like, as long as it strikes the right chord in the consumer’s mind.
CLIENT: JORG BATTERMANN
CLIENT: THINK CARRIER