Brett McGregor’s Kumara Crisps (Concept)

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Derrick Lin


Agency: Kin
Design Director: Les Porter
Project Type: Concept
Location: Auckland, New Zealand
Packaging Contents: Kumara (sweet potato) chips/crisps
Packaging Materials: Metallised plastic film

For Brett McGregor, New Zealand’s first MasterChef 2010, life is food. He is a culinary expert with experiences of global cultures, years of travelling the globe, eating and learning the joys of his visited country’s food. His cooking style is tasty, fresh and easily achievable. This packaging is designed to reflect this hand-made kiwi personality. The photography has a rustic, outdoors quality – life on the farm – in keeping with the hand cooked essence of the produce. The minimal typography doesn’t distract and has a premium feel.

It has big, shelf stand in a sea of super colourful, cluttered chip packaging.

What’s Unique?
The use of full bleed, saturated photography and minimal typography rarely seen in this type of marketplace.