Our brief from Kettle Foods was to re-design their Vegetable Chips range and to launch their Sweet Potato Chips range.

Key to our brief was the provision of impact and differentiation on shelf, whilst still sitting comfortably next to the Core range. We were to also effectively communicate to the consumer the great taste experience and premium quality of KETTLE® Vegetable and Sweet Potato Chips.

The illustrations are positioned to achieve true edge-to-edge printing, this gives maximum visual impact without compromising the simplicity of the design which is a consistent element of the KETTLE® brand.

Kettle's core communication centres around taste and appetite appeal. The challenge with both Vegetable Chips and Sweet Potato Chips ranges was how we could bring to the fore the various vegetable ingredients.