Playing on the idea of tiger stripes as camouflage, the typeface – created by illustrator Chris Mitchell – displays both the product name on pack and a visual representation of a tiger. Mitchell collaborated with lettering specialist Chris Weir on the project.
Jim Burton, client business director for Design Bridge, says, ‘We thought about how you could take the name and the idea of a tiger, and we realised we could create a great piece of work.
‘It’s very intriguing and impactful on-shelf, and once you’ve seen the TigerNuts name you can’t unsee it.’
Burton adds, ‘Two routes came out of the research stage, one was more straightforward, but fortunately the client was happy to go with the more playful idea.’
The TigerNuts name comes from the tiger-striped patterned coating on the nuts, which are available in four flavours: salt and vinegar, masala, sweet chilli and smokey bacon. The new range is set to go on-shelf this week.
Design Bridge developed new packaging for Walkers’ core range at the beginning of this year.