Skips take a step ahead

KP’s Skips is to be relaunched at the end of the month with packaging by Ziggurat. The redesign is the first in the brand’s 20-year history.

“KP wanted to revitalise and smarten up the brand,” says Ziggurat’s strategic planning director Phil Gandy. “The redesign also had to be brought into line strategically in terms of KP’s new advertising aims for the brand.”

Research in the snack’s target market – 8- to11-year-olds and their mothers – revealed that the only key design equity of the old pack was the yellow colour which has been retained. “The other elements didn’t reflect what the consumers thought of the product,” says Gandy.

“We created a refreshed identity with fun, bendy lettering and borders. The pack is now fluid and soft and a more effective communicator,” he says.