Packaging Design

THE CHALLENGE

Modernize the classic kettle chip.

There are very few universal truths in the world. Chips are delicious is one of them.

Lay's came to Hornall Anderson with a request, update the look and feel of their Kettle Cooked line. Somehow, we had to capture the uniquely delicious flavor notes in a way that could work across all their SKUs.

THE SOLUTION

Flavor stories.

I worked closely with our Senior Copywriter and Copy Director to create 'flavor-stories' for the back of the pack. Our goal was surprise and delight while staying within the Lay's tone and adding evocative descriptions of the unique flavors. 

Agency: Hornall Anderson

CD: Allison Roger | Julie Hoeppner

Senior Copywriter: Mike Peterson

Designer: Madison Schneider