Creative Agency: Brandpoint
Creative Director: Tim Leahy
Senior Designer: Dave Taylor
Illustrator: Peter Donnelly
Photographer: Tony Briscoe
Project Type: Produced, Commercial Work
Client: Keogh’s Crisps
Location: London, UK
Packaging Contents: Potato Crisps
Packaging Substrate / Materials: Cardboard, plastic
Printing Process: Litho
Having crafted the original brand identity back in 2011, crisp and potato brand Keogh’s returned to Brandpoint in 2016 to review the design strategy in order to better reflect their traditional Irish roots, enhance standout in the ever increasing premium crisp category, and assume a high quality aesthetic.
The aim of the redesign was to communicate the Keogh’s unique proposition of handcooked crisps ‘Grown with love in Ireland’ on their family farm. This involved creating an entire suite of brand assets, from photography and illustration to an in-depth brand book piece, which have become the foundations of the new brand identity.
The new packaging design pays homage to the wholesome, authentic process that goes into making Keogh’s crisps, specifically referencing to the unique flavour-partner stories and the quality of the all-Irish ingredients.
“We commissioned Irish illustrator, Peter Donnelly, to capture the spirit of each flavour through a whimsical illustration that features various Irish landscapes along with a representation of the ingredients in the crisps. We chose a bold and beautiful colour palette to ensure product differentiation amongst the range and competitors.” – Tim Leahy, Creative Director
The Keogh’s brandmark has also been updated with the introduction of a copper foil applied to the Keogh’s ‘Potat-O’, which adds to the more premiumised look and feel.
Since working with Brandpoint, Keogh’s have become Ireland’s Number 1 premium crisp producer and now export across the world. Brandpoint also celebrate the victory of winning a Special Mention from the German Design Awards 2018 for their work on the redesign of the brand.
Each pack has been carefully considered; The packs tell their unique story of the flavour and of Ireland through the Illustration!
|Packaging Design Before & After|