Food Packaging

Kettle Baked Chips

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For their new range of baked crisps, Kettle Foods decided on a packaging design that distinguishes itself clearly from competing products and communicates the taste experience of the crisps. That the crisps are baked and not fried is communicated effectively by showing the ingredients in an earthenware baking dish. This suggests to consumers that the low-calorie manufacturing process is a taste benefit rather than a compromise. The bright colours, which are rather unusual for this product segment, raise consumer attention on the shelf and lend the key visual greater dynamism.

Credits
  • Client:
    Kettle Foods
  • Design:
    Turner Duckworth, London/San Francisco
  • Creative Direction:
    David Turner, Bruce Duckworth
  • Graphic Design:
    Matt Lurcock, Phil Skinner
  • Artwork:
    James Norris
  • Photography:
    Gareth Sambidge