Delight All-Natural Kettle Chips

Packaging and wordmark design for a conceptual private label brand created as a supplemental project during my co-op with Equator Design in Chicago.

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The Challenge

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A private label brand is looking to rebrand their line of Kettle Chips to increase their relevance and presence in the snacking category. I developed concepts to fulfill requirements such as strong shelf presence and communication of a premium chip with an edgy flavor palate.

                                                 
                                                   

Approach

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The target audience was identified as male or female, aged 22-45 (millennial, gen-x), and seeking new flavor experiences.

In order to understand opportunity spaces, I began with an in-depth category audit.

Design Objective

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