Tyrrells

Tyrrells packaging refresh began by refining the look of the logo and changing the name from “chip” to “crisp”. This was the first step in the strategy to amplifying their Englishness. The colour of the packs were desaturated to a more heritage colour pallet. And then the real fun - digging through tens of thousands of real archive photos from the 20's 40's to find some truly bizzare photos, and finally photoshopping comically large veg on top.
All these elements together created a distinctive visual identity and tone of voice that captured their eccentric English approach to life.

After the re-fresh came 3 years of NPD (new product development) and range extensions; from "posh"corn, to Tortillas, and Pork Cracking (a posher pork scratching) - which won me a silver Pentaward.

I designed 120 skus in total for the UK and globally, and will always be fond of a good Tyrrells salt and cider vinegar crisp.