This design goes back a few years before Kettle adopted the primarily black packaging that exists today. At the time I was briefed, Kettle packaging was silver and Snack Brands wanted to revert back to the white packaging that was adopted when the brand was first created.

The white packs were not only unique in the snacking category but also conveyed a healthier and fresher feel, cooked in 100% sunflower oil.

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The main problem was, how do we have a predominantly white pack without it looking generic and tasteless? I believe the answer was in creating a 50/50 split design where half the pack is a strong brand block, giving the sense of a white pack with the bottom corner peeled away to reveal plenty of colour for sub-brand differentiation and appetite appeal.