The consultancy was appointed to the project in October last year, following a two-way pitch. The brand was previously called Pipers Crisps.
Paul Taylor, BrandOpus creative director, says, ‘The “crisp” element was very generic so changing it to “crisp co.” gave it a bit more of an idea of what the brand was about.’
The photographic-led packaging is replaced with a design that brings the logo at the fore, and the name was chosen to make the brand more ‘ownable.’ A piper figure is used to reference the crisps’ natural, rural qualities.
Taylor says, ‘The prominent photography was quite a stark contrast to the simple typography approach they had in their branding. Our desire from the outset was to create something incredibly simple.’
He adds, ‘We recognised the piper as being the key quirky visual identity of the brand so we lifted him higher up in the design.’
The bold colour palette aims to create on-shelf standout and clear variation between different products within the portfolio. Each colour references the origin of the flavour, such as yellow for cheddar and onion and blue for sea salt.
The new packaging begins to roll out next week. Following this, the identity will be used across all touch points, including the Pipers website.