Firehook — Cracker Range Rebrand
A full-range rebrand rolled out across every SKU at once — consistent on shelf, right-first-time in production.
The Challenge
Firehook bakes in small batches on-site in Chantilly, Virginia. Stranger & Stranger's rebrand had to tie that baking heritage to where the brand's headed, then roll across the full SKU range at once, on a schedule with no slack. Every variant had to carry the new identity consistently while accounting for its own pack format, substrate and print process.
The Process
My task was production design across every SKU, delivered under punishing deadlines. No room to iterate late, so each file had to land right-first-time.
The Result
A full range that reads as one brand on shelf, every variant consistent across different formats delivered on time under sustained deadline pressure.