Chipping away
at market share
Frito Lay's well known Maui Style Potato Chip brand was losing market share to a new competitor with a more contemporary appeal. The competitor also used newer foil packaging that hid the oily potato chip residue. Frito Lay's old window package – once a sign of authenticity – was now a sign of clogged arteries.
Our assignment was to create a new brand personality that was younger, livelier, healthier and fresher. It needed to appeal to locals, but also needed to grab the eye of the visitor market.
The package that
walked in our door.
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Re-inventing the Brand Image
The potato chip is a commodity item that relies on packaging and advertising to create perceived differences and establish brand loyalty. In this
case, advertising support would be negligible. Responsibility for building the brand image would rest entirely on the packaging.
After an audit of local and national packaging strategies, we explored a wide variety of illustration and design styles before settling on this unique look.
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