Tweak boils up a new design for Kettle

Tweak Design was commissioned to evolve the packaging of Kettle Chips for SnackBrands Australia.

The company wanted the chip brand to stay relevant and modern compared to competitors and attract new consumers.

"The current packaging was feeling a bit dated, and not as appealing as some of the brand's competitors," a spokesperson for Tweak said.

"The company's aim was to give Kettle Chips a ‘crafted' positioning, giving it a point of difference from Red Rock Deli.

"We did this through the use of rustic elements such as a warm, wood-grain surface, hessian variant strip, and vintage typography.

"The new matte feel to the pack gives both a visual and tactile quality which signifies a premium product and interacts beautifully with the hessian fabric texture.

"After taking a look at similar products on the market and analysing consumer behaviour, we decided that a modern evolution with stronger flavour cues was needed to attract new consumers and maintain current users.

"Our design focused on the best way to hero the chip and ingredient photography."

Large and abundant food imagery was displayed to communicate the flavours inside, and the variant panels and typography was modernised with a handcrafted look and feel.

Variant descriptions of the provenance helped build taste cues, and improved colours were designed to stand out on-shelf and communicate flavour.

Black was retained for an evolution connection to past packaging and consumer recognition.

Matte and spot-gloss vanishes were used to give a quality modern feel to the range.