violet crumble
Despite its uniqueness, Violet Crumble has struggled to find its place in today’s confectionery market. I created a new visual identity and packaging system that repositions the treat as both playful and refined, inviting a fresh audience while honoring its charm.
violet crumble was created by Abel Hoadley and named after his wife’s favorite flower, the violet. I reintroduced that forgotten love story through a new visual cue and incorporated the rich violet hue of Australia’s national flag.