Package Design - January/February 2013 - 22

Great

expectations

By Danielle Gensburg

Kettle Brand Bakes’ no-compromise redesign
challenges category preconceptions.

W

ith five flavor options and an extra
crunchy texture from a distinctive
cooking process, Kettle Brand aims to
distinguish its Bakes Potato Chips from
the processed baked chips that dominate
this category. Impressed enough with the
Kettle Brand product line to purchase
the brand in 2010, Diamond Foods
wasn’t convinced the Bakes’ beige bags
were sending the right message.
The earthy color palette and natural
food and health claims let consumers

For more inFormation, visit
Bryce Corporation, www.brycecorp.com
Schawk Inc., www.schawk.com

22

january/february 2013

know that the chips would fit into their
healthy lifestyles, but they didn’t do
much to entice their taste buds.
“Some consumers think that they
will have to sacrifice flavor and crunch if
they want a snack with a little less guilt,”
says Marc McCullagh, brand manager
of Kettle Brand. “We felt that improved
communication could change the mind
and expectations of that consumer.”
To deliver the fresh, new look Diamond Foods partnered with Anthem
Worldwide, Schawk’s brand development division. Anthem account director
Mark Hamilton and his co-workers created a package design system that was a
huge departure from the original
packaging.
Instead of a beige bag for the entire
product line, each Kettle Bakes flavor

received packaging with a unique color
set. The primary color for each set was
chosen to convey the flavor profile of
that specific variety.
Anthem worked with the packaging
supplier, Bryce Corporation, to take full
advantage of its seven-color extended
gamut printing capabilities. Thus, making sure the packaging’s colors are as
bold as the snack’s flavors.
The agency further turned up the
taste appeal by introducing flavor key
imagery and product illustrations. Each
new package now displays the natural
kettle cooking process and presents an
image of an actual whole potato transforming into individual slices and finally
into whole baked and seasoned chips—
helping shoppers quickly understand
Kettle Bakes’ cooking method.
Package Design - January/February 2013

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