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Kettle Brands potato chips worked with Anthem Worldwide (www.anthemww.com) to redesign the packaging of Kettle Brands Bakes. Kettle’s baked potato chip was in need of a packaging redesign to visually communicate that Bakes deliver the same great taste, texture, and satisfaction that original Kettle chips are known for. The design sought to visually overcome a challenge uncovered in research — that consumers often have a negative perception toward the baked potato chip category, associating it with the bland, processed potato pulp most baked chips are made from.
The redesign offered Kettle an opportunity to tell Bakes’ unique story of making a crisp, healthy snack using actual toasted potato slices, as well as to introduce two new bold flavors to the lineup. Anthem explored designs that communicate “real sliced potatoes” and ”full of flavor,” with a strong visual solution that introduces illustrations to Kettle’s potato chip packaging for the first time. The addition of bold background colors and depictions of natural ingredients differentiate flavors while further supporting appetite appeal.