DESIGNER

Alexander Tran

PROFILE/DESCRIPTION

Significantly improve and update the current packaging for Kettle Brand potato chips in order to give it a more up to date look and feel. 

This includes:

• Utilizing new colors, typography, and licensed images & current logo
• Aiming for a more vibrant and appealing look unlike the current dull packaging

GOALS

Develop and create a packaging that is satisfying to the eyes and hopefully boosts sales. Also maintain a simplistic but unique modern look. 

PRIORITIES

1. Branding
2. Visuals
3. Product name
4. Benefits

TARGET AUDIENCE

Kids, teens, and adults interested in purchasing a tasty and satisfying snack. People who also want to try something new than a traditional potato chip.

BRAND CHARACTER

This version of potato chips is uniquely different from your traditional potato chips. Kettle chips have a more pronounced texture and crisp which many people enjoy. The brand, “Kettle Foods,” has also been around for decades and is well-known for producing their Kettle cooked potato chips.

COMPETITIVE SITUATION

“Lay’s Kettle Cooked” - Currently the largest brand for potato chips and has a huge reputation. They’re known for their vast variety of potato chip flavors as well as their kettle cooked chip varieties.