Air Fries

Air Fries is an innovative Infuzions sub-brand created for the growing health-conscious snacker demographic who refuse to compromise on flavour. Reimagining the familiar potato straw format, Air Fries flips the category on its head by using local, Australian yellow split peas as its primary ingredient – delivering all the crunch and satisfaction with a fraction of the guilt. A genuinely better-for-you alternative to regular potato-based snacks.

With a name like Air Fries, it was only natural that the brand’s personality should be light-hearted. We brought this to life on pack through some fun copy to help consumers with flavour comprehension.

Minimalism was the strategic key to this packaging’s success. The design strips communication back to its essential elements: brand, product, variant, and health claims — nothing more. Rather than cluttering the pack with complex and competing health claims, we found just the right balance of simplicity, confidence, taste-appeal and fun, while still clearly communicating the brand’s better for you credentials.

A big, bold, no-nonsense brand mark dominates the pack, commanding shelf presence and instant recognition. Beneath it, the product itself is brought to life in a dynamic and engaging way – casually falling from the sky. A simple yet powerful metaphor for the airy lightness that defines the eating experience and sets Air Fries apart from their stodgy competitors.

Colour does the heavy lifting when it comes to variant navigation. Each variant is anchored by a strong, distinctive full-pack colour, allowing shoppers to shop the range intuitively at a glance. Bold colour differentiation means the variant names don’t need to shout for attention – they sit quietly and confidently within the hierarchy, reinforcing rather than competing with the brand. The outcome is a clean, considered communication hierarchy where every element earns its place on pack.

This bold packaging, combined with a great product, guaranteed that even with only modest above the line support, the brand was an instant success.