New, modern look for Walkers crisps

From: Packaging News

PepsiCo unveiled a new look for Walkers core crisp range, designed by its Design & Innovation team in partnership with Vault49.

The rebrand is designed to help the packs stand out on shelf and strengthens the brand’s emotional connection with consumers.

The fresh new design underlines the rich brand story behind the popular crisps, while giving the packs a modern, premium feel.

The Walkers logo has been moved to sit in the middle of pack, marking the point from which playful hand-crafted illustrations of British icons burst out. Liverpool’s Liver Building, Big Ben, the famous red telephone box and a pigeon wearing John Lennon-style sunglasses explode from the logo in a subtle Union Jack shape, giving the consumer something to discover as they explore the pack.

Illustrations of tractors in a field reinforce the provenance of Walkers crisps, which are made with only British-grown potatoes.

The new packs, which are being introduced across the UK now, also feature a mix of gloss and matt finishes, emphasising the premium nature of the crisps and helping the design to pop on the shelf.

Jonathan Kenyon, co-founder and executive creative director, Vault49, said: “We’ve had great fun bringing the element of storytelling to life, creating a design that Britain can be proud of and excited to buy, but without losing sight of the importance of communicating the heritage and quality of such an iconic brand.”

David Marchant, head of design, Western Europe, PepsiCo Design & Innovation, says: “Walkers crisps are an irresistible delight, we’re excited to be unveiling a fresh and modern design that reflects the character of this uniquely British favourite. The eye-catching new pack will deepen the already-special relationship Walkers has with a nation of crisp connoisseurs.”

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