Crackerjack was a branding project done as a class assignment for a subject of our choice. The subject chosen here is Advertising and branding has been done for the same.
Crackerjack, meaning exceptionally good, was a suitable term for advertisers as they're witty and exceptionally good at their communication skills.
The logo has been inspired by Captain Jack Sparrow who was known for his sense of humour and manipulation skills for his own good. Collaterals were designed accordingly.
