The purpose of the new Estrella chips packaging was to gain more attention on the retail shelf. The target customer is young, playful, likes to try new things and is searching for the ways to express himself.
Different shapes of crips set the tone for the design of product line. Every package came out to be piece of art in itself, containing only one unifying element (background texture) throughout line of these snacks. At first glance, these are different products that carry their own emotion and idea and complements the shape of the chip, but when you put them all together, they are seen as a single funky product line.
Attractive, fresh and funky. That is what defines new Estrella Shapes crisps as well as its customers.