BAGS OF REAL
FOODIENESS
FOODIENESS
KETTLE FOODS UK - 2016
REBRAND & REPOSITIONING FOR KETTLE CHIPS UK
Kettle Chips was seen by the ‘young and aspiring’ as a formal, social snack for their parents, who love the finer things in life.
This redesign helped Kettle to loosen their tie a little and inject more personality into their world of tradition and authenticity.
This was done by introducing softer, handcrafted typography and hidden foodie illustrations to bring out the personality of each seasoning. The informality carries through on to the back of the pack with a more conversational approach to Kettle’s story.
Previous packaging for the core Kettle Chips range.
A SHARP CHALLENGE
We addressed the challenge from some consumers that Kettle Chips are too hard and sharp by softening the brand mark, reducing the sharp edges and scratchy appearance of the iconic ‘woodcut’ logo.
By taking the bold step to remove 'chips' as part of the brand name and elevating ‘dude’ (Kettle’s iconic mascot) to a more central position on top of the logo we were able to move the logo to the heart of the bag, improving impact on shelf.
REDESIGN 2016. SPRINGETTS BRAND DESIGN CONSULTANTS. ROLE: DESIGNER, DESIGN DIRECTOR & ACCOUNT MANAGER
