PepsiCo's Design and Innovation Team has unveiled the new look for crisps brand Walkers, designed in partnership with brand design agency Vault49. The new design is aimed to strengthen the brand's emotional connection with consumers and underline its brand story.
The packs have been given a new modern and premium feel featuring a mix of gloss and matt finishes to emphasize the premium nature of the crisps and the logo has been repositioned to sit pride of place in the middle of the pack, ensuring that playful illustrations of British icons give the consumer something new to discover. 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.
"Walkers makes seven million packs of crisps every day and sells more than five times as many in the UK as its nearest rival. It's one of those rare brands that taps into something deeper than the feelings people usually have for companies," commented Jonathan Kenyon, Co-Founder and Executive Creative Director, Vault49. "We feel honoured to have been asked to work with PepsiCo Design & Innovation to keep Walkers in this enviable market position. 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."
"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," added David Marchant, Head of Design, Western Europe, PepsiCo Design & Innovation. "The eye-catching new pack will deepen the already-special relationship Walkers has with a nation of crisp connoisseurs."