In Sweden there are two different legs of the snacks category – potato crisps and shapes. The second one, shapes, is dominated by generic products more than actual brands. Estrella has a successful generic product within the shapes leg – Jordnötsringar (Peanut rings). The client wanted to create a sub-brand with several products in order to be able to own the Shapes category.

Everything on the shelves look the same, flying snacks with blur, big logos and a spectrum of vibrant colours.The consumer should get this kind of sensation without using the traditional design keys.

We want the brand to be communicated through the whole bag not just the logo, We wanted to stand out from the competitors with a different kind of friendly and colourful visualisation, The flavour and the ring shape are the heros. From a direct way like the onion rings sliced from the onion to a more subtle way like the”o” on the ear piercing on the squirrel.

The biggest commitment from Estrella during the 2000-s, with the most fantastic trade sales in all supermarket chains in Sweden, Norway and Finland, indicating a strong belief in their latest launch.