Derrick Lin


Designers: Roxanne Ayala, Shannon McKenna, Emily Mitchell
Creative Director: Joanie Cahill
Location: United States
Project Type: Produced
Client: Paqui Chips
Product Launch Location: United States
Packaging Contents: A single tortilla chip
Packaging Substrate / Materials: Cardboard and plastic film
Printing Process: Lithography

The Paqui One Chip Challenge is Back in Black for 2019
The 2019 #OneChipChallenge is more ominous than ever before as it comes with even more spice than in previous years – and a visual twist. The new, hotter-than-hell chip looks as deadly as it tastes. This year’s version contains a blue corn chip dipped in an intense amount of black seasoning made with the infamous Carolina Reaper Pepper, certified by Guinness World Records as the world’s hottest chili pepper.

We designed the packaging with a simple and bold graphic that would be visually striking, knowing that people will be sharing videos of themselves taking the challenge on social media. We emphasized the color black in order to mirror the color of the new chip and distinguish this year’s packaging from prior year’s packaging. And, most importantly, turned up the heat with hotter than hell icons and warnings to really drive home the message that this is not just a hot chip, but the hottest chip in the world.

What’s Unique?
The packaging is shaped like a coffin to show just how deadly it is!