Lay’s Kettle Cooked Chips
BRAND & Packaging DEVELOPMENT
crunch
Crunch!
CRRUUNCH!!
What better bombastic bite and burst of flavor can be found than in that of a thick cut, kettle cooked potato chip? Lay’s, inarguably the king of the chip aisle at large, and largest market share holder in chips of the kettle cooked variety to boot, recognized that they were facing increasingly fierce competition in the kettle cooked arena. Many smaller companies could better play the part of an old-timey purveyor of salty snacks - slaving over a large soot-stained kettle. Why dwell upon the heritage of this beloved chip when there is so much to celebrate about its crave-worthy qualities that exist in the here and now?
In response to this fresh perspective, I set out to design Lay’s Kettle Cooked Chips a new outfit for these chips - something more befitting their dynamism, while keeping in mind their more mature and sophisticated audience: middle-aged seekers of simple but delicious pleasures. In this challenge I saw the opportunity to invite everyone to witness the universe of flavors and delightful interactions that live within each bag. Beautiful and unique chips, scrumptious flavor cues, and atmospheric seasonings orbit their namesake and dance gleefully across every jewel of a package, beckoning all to visit them in their vibrant and flavorful world.
