Designing a bag of potato chips is like designing Santa’s wrapping paper. A well-loved treat that is consumed throughout the world by all ages, satisfying all appetites. In this ERGON Foods project, we put tons of love.
An artisanal potato chip for your munchies
This project by ERGON, was bound to be a labour of love! As we set off with child-like excitement to tackle it. Stereotypically, the flavours on potato chips packaging are differentiated by depicting their highlighted ingredient, either using using photography or illustration. We wanted to go down a different path and create a range that stands out on the shelves both in terms of look and concept. The flavours of ERGON chips – Aegean Sea salt, red Florina pepper, wild oregano, wild black truffle, Aegean Sea salt and black pepper – are very distinct, without much overlapping. That allowed us to think of contrasting characters that could express and represent every flavour, each accompanied by their unique colour palette. And when combined, a rainbow of bold, fun colours is born.
The characters we created speak directly to their respective flavours with a humorous intention and an illustration style that is straightforward, funny, and adapts well to every composition’s need. A scruffy captain for the sea salt, a sympathetic farmer for oregano, a sparkly clarinet player (common figure to a type of folk Greek music) for red Florina pepper, a snooty rich lady for black truffle and a firefighter for black pepper because things can get spicy hot. And like so, flavour selection turns into a pick-your-style situation. It’s fun, it’s in your face, relatable yet fresh, embodies all that a tasty snack is.