Earlier this week, I received Communication Arts’ Photography Annual. I’ve been tabbing the photographs that I found interesting, as well as some packaging examples and interviews. The next few posts will be about a few of them. 

I came across the packaging for the English potato chips, London Flavours. The packaging was designed by the London-based design firm, Adaptable and the client was Food Store International. They wanted to target the Middle East with this packaging. Food Store International had been exporting food brands there for almost 25 years and felt that it was the right time to export their own brand. The packaging was the based on the concept of a London-themed brand. The designers at Adaptable decided to show the brand’s identity and tone through products, themselves, and their tastes.

What I found absolutely interesting was the fact that chip flavors’ were related to the London locations featured on the packaging. This was purposely done in order to breakaway from traditional chips packaging in London. I liked how one solid color differentiated each of the chip flavors, as well. I also liked how each of the images are treated in the same manner. The image sections on the packages also double as a focal point and breaks up the space. I approve of the serif typeface and how it makes the packaging look sophisticated. However, I wonder if there’s aspect of this new packaging that relates back to their Middle Eastern audience? If so, shouldn’t they feature that on the front? Overall, I really admire how this potato chips’ packaging, doesn’t actually look like potato chips’ packaging. That’s what sets it apart from others.

Photographs from commarts.com