The Story

Scaling a sweet n’ salty snack.

I was called in by Sherry Pomerleau, CD at Twin Fish Creative to help launch Austin Snacks. Sherry and I have an award-winning history of creating and scaling CPG brands from scratch such as Snacks from the Sun, Simply West Coast, Canadian Select, Stolen Harvest, and many more.

Right from the beginning, we set out to build more than packaging—creating a distinctive brand that could scale without losing its charm or impact. Rooted in Texas pride, we set the brand up as the Original Snacking Pretzel that promised consumers a little ol’ Taste of Texas. I was responsible for creating the brand positioning and tone of voice, flavour names and descriptions, website copy, sell sheets, in-store promotions, and all sales materials.

Hitting shelves in 2023, the launch was wildly successful with Chris Parkinson, Co-founder of Austin Pretzels calling out the branding as a critical component:

“Sherry and her powerhouse creative team have been a secret ingredient in our success. Not only do we get non-stop compliments from buyers and customers on our Austin Pretzel package design, but the branding marries up to the confection inside. This was further validated when we received a 2024 Shelfie Award from CPG Startup Agency that recognized us for outstanding branding and product. Our distinctive branding has generated interest and helped open doors for us and continues to play a key role in getting Austin Snacks and Pretzels on the shelves of the largest retailers in North America.”