Snack Brands Australia has overhauled the Kettle brand with striking black foil packaging by design agency Tweak.

The chips brand has seen a revamp, with the Taste Sensations range conveying decadence and high quality.

Tweak’s design conveys taste and premium cues, beginning with the expressive script used for Taste Sensations, underscored by the emotive product descriptor “Decadent Flavour Collection”.

The artful use of a black background conveys that the product is premium and desirable, and subtly conveys ‘black label’.


The all-over matt finish with striking high gloss spot varnishes and metallic foil substrate show-through helps underline this quality.

A silver foil patterned ribbon bleeds into the back from top to bottom, highlighting the product's 'finery'.

Details such as tweaking the Kettle branding to a high-gloss black kettle pot shows that Taste Sensations offer a point of difference on-shelf.

The high-contrast photography focuses the consumer’s gaze on the ingredients to express decadent flavour and taste.

The new range comes in flavours of Harissa & Lemon; Chipotle & Manuka Honey; and Camembert & Fig.

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