Grona company started a snack cracker series creating two types of dough as a basis for different flavors. We were commissioned to create the global concept of these products to present them as final goods on the market. The target market is pretty wide as to age and territory – with Ukraine as a core, it stretches from East with Arab Emirates and China to West with Western European countries and the United States. The creative concept should be understandable to consumers with different backgrounds and respectful towards different cultures. These are affordable but quality mass market products. Our challenge was to make this project inspiring and somehow innovative despite commonplace brief: too wide target audience; requirements literally to depict all cracker figures on packaging; working for mass market segment, etc. In order to balance all compromises, we decided to use handcrafted modelling clay sculptures combined with real crackers for illustrations. According to our research, this technique was not ever used in food packaging design before, so we are proud to be pioneers. At the very beginning, the client was confused that modelling clay would be mixed with food and it could cause negative reaction. However, the final result surprised the most conservative audience in a good way.