The current project is a design of a series of chips packages with different tastes and design of the Fry’s trademark. Usually, purchasing chips is a spontaneous decision, so the design has to give the impression that in the package there is something really tasty and it has to create a specific emotion and mood in the buyer, which would lead to a purchase. This is a product, which has a lot of competition, this is why the difficult part is finding the balance between the trivial tasty picture of chips, which is unavoidable and has to be present, and the positioning of the product in a specific target group with its specific expectations.

The design which we suggested presents the product sizably, which guarantees visibility from a large distance. The trademark also takes a significant portion, which is important for the success of a new brand in such a competitive product segment. We looked for vivid background colors, which would strongly contrast with the competitors and clearly diversify the separate flavors in the series. At the same time, we aimed the product at a younger audience – people with a dynamic way of life, who sometimes indulge in purchasing this product with friends or in groups.