Amazin' Graze Peanut butter.
This proposal presents a bold, playful packaging concept for Amazin’ Graze’s peanut butter range. Designed to stand out in a saturated market, the identity combines custom typography, vibrant illustrations, and inclusive appeal—offering a fresh take on a familiar staple.
A proposal for a bold relaunch.
Amazin’ Graze is a Malaysian brand known for its vibrant, tropically-inspired approach to healthy snacking. As a purveyor of granolas, nut mixes, and premium natural snacks, the company has built a strong regional reputation for making nutritious food fun, accessible, and exciting. In addition to its signature granola offerings, Amazin’ Graze also produces a range of peanut butters crafted with the same commitment to quality ingredients and bold flavor.
We were engaged by Amazin’ Graze to develop packaging for the reintroduction of their peanut butter range to the Australian and New Zealand market. The FMCG category for peanut butter in Australia and New Zealand is heavily crowded, with many products adhering to predictable, conventional design norms. The result is a landscape that often lacks energy, freshness, and visual appeal.
This is unpublished work. The product has not been commercially released and is presented here solely as part of a portfolio showcase.
Our approach aimed to break away from that conventional mold — delivering something visually distinctive, expressive, and uplifting, while still retaining the familiar cues that build consumer trust. We crafted a packaging system that uses a refined yet vibrant color palette aligned with category expectations, while clearly setting the brand apart.
Custom typography, dynamic illustrative elements, and a lively rich design direction ensure the product speaks to a broader audience. Whether it’s children, adults, vegans, or non-vegans, the packaging is intentionally inclusive, evoking a sense of joy and approachability across demographic lines. It reflects the spirit of the brand while offering something new to Australian and New Zealand shelves.
