OLW is the market leader in the snacks segment in the Nordic market. OLW wished to reach a more mature audience within the crisps category. Surveys showed that the target audience wanted more exclusive, flavoursome crisps with a touch of luxury. OLW commissioned us the development of a new, strong brand and a unique concept within the snacks category.

By letting the consumer discover for themself that this is an OLW product, we could convey a story with a twist of humour. The design has a classical, English tonality, with heraldry and bowler hat. We created a spacious and tasteful design that also communicates good taste and modernity.

In order to be eye-catching on the shelf, we took a different route from all the rest. The prevalent norm is colour, tinting and sunbursts, whereas we chose black on white in all its simplicity. It did the job just as simply as the product: few ingredients, but appealing and tasty. "Nothing weird. Just the real thing."

Nearly 3€ for a bag of 150gr chips!? This is tempting figures for a retailer. Besides that the margin for Old London W are 4 times higher than regular standard chips the product also positions OLW and retailer against organic values.