Overview
Austin Pretzel Co. launched with three signature sweet & salty, crunchy bite-sized pretzels — Lonestar Original, Sweet Vanilla Bean, and Southern Roasted Pecan — and has since expanded its line to include a savoury collection, growing from a standout snack into a recognizable and scalable CPG brand.
Brand Identity
Rooted in Texas pride and positioned as “A Texas Original” and “The Original Snacking Pretzel,” the brand voice is confident, casual, and conversational — straight-up talk, no extra fluff.
From the beginning, we set out to build more than packaging — we created a distinctive brand identity that could stretch from tradeshow to delivery truck to shelf without losing its charm or impact.
The identity captures the nostalgic, relaxed spirit of the 70’s, anchored by a custom-designed Austin wordmark and supported by a flexible identity system designed for corporate, promotional, and social use.
Butter, chocolate brown, and warm toffee tones combine with retro candy-inspired hues to create a playful, confectionery vibe.
Packaging Design System
A defining feature of the brand extension featured on packages is the signature candy striping — set at a precise angle and built from two toffee tones paired with a unique flavour colour — to create immediate recognition across SKUs. This striping system has become a highly recognizable element on shelf and at tradeshows, allowing the brand to stand out from a distance while maintaining cohesion across sweet and savoury varieties.
The “Empty Bag Guaranteed” badge graphic became a playful and memorable callout on back of package. (You really can’t eat just one of these pretzels.)
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, but our distinctive branding continues to play a key role in getting Austin Snacks and Pretzels on the shelves of some of largest retailers in the US.
–Chris Parkinson, Co Founder, Austin Pretzel Co.
Sales & Marketing Support
Beyond packaging, our work extended into large-scale brand applications including fully wrapped delivery vehicles, large format trade show booths and banners, and engaging graphics for promotion in Costco, 7-Eleven, Target, Walmart, and other key retailers.
To support ongoing growth and retail expansion, we also created a suite of professional sell sheets as new products launched — equipping the sales team with polished, on-brand tools to present new and seasonal flavour profiles and merchandising opportunities with confidence.
Results
As a boutique creative studio, we collaborated with trusted partners to bring the brand voice to life across packaging and web, ensuring every touchpoint felt consistent, appetizing, and unmistakably Austin.
There are so many factors that go into building a successful product launch but investing in branding up front set Austin Pretzel up for a big win — award-winning industry recognition and a strong shelf presence making it much easier to get big retailers on board. Beyond the accolades, matching the aesthetic to the experience of the product inside the package — means customers understand what they are getting.
Chris Parkinson, Co-Founder Austin Pretzel Company:
“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 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. Sherry’s distinctive design work has generated interest, helped open doors for us, and continues to play a key role in getting Austin Snacks and Pretzels on the shelves of some of the largest retailers in the US.”
Credit: Food imagery styled and captured by Jennifer Stamper.
