True North

Derrick Lin


Thanks to Jelena from Attention USA for sending in this award winning packaging.

Wolff Olins New York teamed up with Frito-Lay to create a fresh, unique brand in a new category – nuts. The result was TrueNorth, a healthy snack built for young boomers. In addition to launching the new product, TrueNorth asked people to share their “true north,” stories about following their life passion. The winner was Lisa Nigro, who created Inspiration Cafe to serve Chicago’s homeless with dignity and respect (her story was featured in a 60 second commercial that ran during the Academy Awards).