Orion Turtle Chips

ORION is a globally recognised Korean snack brand known for its innovation and distinctive products. Turtle Chips stands out for its unique four-layered structure, delivering a crunch and mouthfeel that’s instantly memorable.

Our objective was to introduce this international brand to the Indian market while staying true to its global identity, positioning Turtle Chips as a premium snack for Indian consumers. We curated five flavours that aligned with Indian taste preferences – striking the right balance between familiarity and discovery.

Our design approach put the product front and centre. The four-layered crunch was made the hero of the pack, communicated through bold, confident visuals that deliver instant clarity. Ingredient storytelling was kept simple and strong, using clean, flat-lay imagery to reinforce flavour cues. Each variant was assigned a distinct colour palette for easy navigation, while maintaining a cohesive brand system. The ORION mascot, a key brand asset, was thoughtfully adapted across variants to reflect individual flavour personalities – strictly within global brand guidelines.

The design system was extended seamlessly across Modern Trade and General Trade formats, ensuring a consistent, premium presence across retail touchpoints. The result was a launch that respected ORION’s international brand language while creating a confident and credible footprint in the Indian snacking landscape.