Vilniaus Pergalė, the largest producer of sweets and snacks in Lithuania, has taken a step into new territory with the help of Étiquette agency, a creative partner known for building brands that demand attention. With an eye on international markets and the ambition to challenge global snack giants, the company set out to create a new salty cracker brand from the ground up. This was not just about launching another product, it was about establishing a global brand that would stand shoulder to shoulder with the likes of RITZ and TUC. A brand crafted to resonate with everyone from curious Gen Z snack lovers to seasoned 40+ shoppers. The bold design, mainstream appeal, and absolute dominance, both on shelves and in digital marketplaces, RAXI Crackers are bound for the next generation.

In order to achieve this, Étiquette dove into the essence of cracker culture, taking inspiration from the USA. America is not just a big market, it is the cultural epicenter of FMCG branding, where rules are made and reimagined. Drawing from that world of visual punch and retail strategy, the agency fused those insights with top-tier European design sensibility. The result, a vibrant, shiny brand that invites curiosity and radiates confidence. RAXI was created to play by global rules and then break a few of them in all the right ways.

The name RAXI is short, international, and designed for maximum recall. It’s bold, clean, and instantly memorable. The brand architecture centers on a dominant logo that leads the pack, supported by a minimal hierarchy of design elements for clarity and impact. A unified color system gives RAXI strong shelf-blocking power, while expressive, mouth-watering photography communicates flavor fast. Each variety is clearly defined, ensuring easy navigation for shoppers both in-store and online. Layered into the modern aesthetic are subtle retro elements, just enough to add warmth and familiarity without losing edge.

Though it was born in Lithuania, RAXI was made for the world. It’s a cracker with global ambition, designed to catch the eye of snack lovers from Berlin to Bangkok to Boston. Whether it is spotted in a physical store or a scrolling feed, the brand’s presence is unmistakable. The packaging is polished and proud, crafted not to blend in but to stand out. It is visually loud in the best way, ready to be picked up, shared, and remembered. Beyond the bold exterior, RAXI delivers the crunch, flavor, and satisfaction that keeps people coming back.