Smith’s has released a limited edition range of flavours for summer, working with Sydney-based agency AKA Brand Design to bring the “Taste of Summer” brief to life.
Inspired by classic dips, Smith’s created two new flavours – French onion and sweet and tangy tomato salsa – where AKA Brand Design brought an essence of summer to the packaging design through bold, iconic imagery and vibrant colours.
AKA design director Stuart Robson said the simple shapes and subtle painterly texture gave the design a handcrafted feel, and encompassed the relaxed vibe of the summer in Australia.
“The combination of bright variant colours and the consistent aqua/blue base gives the pack a contemporary, distinctive feel,” he said.
“The colours are fresh and unique to the category giving maximum on-shelf standout.”
“Most importantly, the range's playful visual aesthetic helps to differentiate it from the competition.”
With the packaging printed locally and in partnership with Kirks and Amcor, Robson said colour was a vital element to maintain due to the simplicity of the design.
“The team at Kirks and Amcor were able to achieve the desired richness and intensity giving the packs the on-shelf punch they required.”
The new summer flavours are available now in 150g and 80g packs, and a 45g size for French onion dip.