Cracking the Global Snack Market: RAXI Crackers by étiquette

When Vilniaus Pergalė, the largest manufacturer of sweets and snacks in Lithuania, set its sights on the global market for salty snacks, it wasn’t just about launching a new product. It was about creating a brand that could hold its own alongside international heavyweights like RITZ and TUC. The goal was clear: to build a cracker brand with worldwide appeal, one that resonates just as much with Gen Z as it does with snack lovers over 40. For a challenge like that, they turned to étiquette — a leading Lithuanian agency known for turning bold ideas into market-ready identities that don’t just look good, but work hard.

The concept behind RAXI was rooted in the birthplace of crackers themselves: the United States. The American snack aisle, with its brash colors, unapologetic branding, and rulebook for fast-moving consumer goods, became both the benchmark and the playground. étiquette embraced that world, extracting its most effective elements — then elevating them with European design sensibility and precision. The result is a brand that’s shamelessly shiny, irresistibly snackable, and unmistakably global.

Every design choice was intentional. From the short and punchy name to the bold, dominant logo, RAXI is made to be seen. The visual language is simple but powerful — just a few core elements, arranged with clarity and confidence. Strong, unifying colors help the range stand out, while expressive photography captures texture and flavor in a way that practically crackles off the pack. Each flavor is clearly differentiated, and the entire design system is peppered with a few retro crumbs — just enough to trigger familiarity, without losing its fresh energy.

But RAXI isn’t only about packaging. étiquette built the brand from the ground up, starting with strategy and naming, and expanding into everything from logotype and primary packaging to packshots, brand guidelines, and even a physical expo stand. Every touchpoint was crafted to serve a single purpose: visibility — on the shelf, online, and in the minds of consumers.

Cracking the Global Snack Market: RAXI Crackers by étiquette

When Vilniaus Pergalė, the largest manufacturer of sweets and snacks in Lithuania, set its sights on the global market for salty snacks, it wasn’t just about launching a new product. It was about creating a brand that could hold its own alongside international heavyweights like RITZ and TUC. The goal was clear: to build a cracker brand with worldwide appeal, one that resonates just as much with Gen Z as it does with snack lovers over 40. For a challenge like that, they turned to étiquette — a leading Lithuanian agency known for turning bold ideas into market-ready identities that don’t just look good, but work hard.

The concept behind RAXI was rooted in the birthplace of crackers themselves: the United States. The American snack aisle, with its brash colors, unapologetic branding, and rulebook for fast-moving consumer goods, became both the benchmark and the playground. étiquette embraced that world, extracting its most effective elements — then elevating them with European design sensibility and precision. The result is a brand that’s shamelessly shiny, irresistibly snackable, and unmistakably global.

Every design choice was intentional. From the short and punchy name to the bold, dominant logo, RAXI is made to be seen. The visual language is simple but powerful — just a few core elements, arranged with clarity and confidence. Strong, unifying colors help the range stand out, while expressive photography captures texture and flavor in a way that practically crackles off the pack. Each flavor is clearly differentiated, and the entire design system is peppered with a few retro crumbs — just enough to trigger familiarity, without losing its fresh energy.

But RAXI isn’t only about packaging. étiquette built the brand from the ground up, starting with strategy and naming, and expanding into everything from logotype and primary packaging to packshots, brand guidelines, and even a physical expo stand. Every touchpoint was crafted to serve a single purpose: visibility — on the shelf, online, and in the minds of consumers.