CHALLENGE
Flavour Personalities
Kettle Chips have been long established as the go-to premium crisp but was seen by more adventurous consumers as overly-formal and even predictable. What they needed was to loosen their tie and express more personality in order to escape their conservative reputation.
Design
Telling the Story
Amplifying Kettle’s taste credentials through handcrafted typography and illustrations created by the talented Lee John Phillips, we brought individuality to each real food seasoning. Our spattering of informality continues on the back of pack, with a grounded conversational approach to Kettle’s story. Removing 'chips' from the brand name and elevating Kettle’s iconic mascot to a central position, the logo now sits at the heart of the bag making it bolder and prouder.
