27/03/2026
From the outside, a brand can look like it came together quite simply.
A colour palette. �A shape.�A certain visual language.
But when you’re the one building it, you know how much thought sits behind every detail.
When I was first starting CrACKLES during Covid, I spent hours researching colour palettes, packaging styles and visual references, trying to understand what felt right for the brand.
Over the years, those decisions have shown up in our pastel colours, soft shapes and the small design touches that make the brand feel playful and familiar. Slowly, they formed a visual language that now feels distinctly CrACKLES.
What has become clear to me is that brands rarely come from one big idea. They take shape through hundreds of small decisions made consistently over time.
And so when someone connects with CrACKLES, even in a small way, it reminds me that the feeling I hoped to build into the brand is actually coming through.🫶🏼🤍🤍
