Raw Crinkles | Kettle Cooked Potatoes

RAW Crinkles — Wavy, Bold, and Full of Flavor!

RAW, Egypt’s first kettle-cooked healthy chips brand, expanded its portfolio with a fun new sub-line: RAW Crinkles — a bold take on crinkle-cut chips made for a new generation of snack lovers.

The challenge was to design packaging that stood out in a crowded category while staying true to RAW’s crafted and authentic identity. The goal: bring playfulness and energy to the brand without losing its premium edge.

Inspired by the chip’s distinct crinkled texture, the design features a dynamic wavy pattern that flows across the pack — a visual metaphor for movement, flavor, and fun. Each SKU is defined by vibrant flavor-driven colors, creating instant shelf recognition while maintaining a unified system under the RAW brand.

The result is a packaging design that captures everything RAW represents — authentic, bold, and full of life — with a fresh visual identity that feels as exciting as the flavors inside.