Walkers has been part of British life for over 70 years. Originally founded in a small family butcher’s shop, the iconic brand now makes 11 million packs of crisps every day in its Leicester factory and is the nation’s favourite crisp brand. It is one of those rare brands that taps into people’s deeper emotional feelings, but in recent years the packaging had lost its sense of fun compared to the love for the product inside. In creating the new packaging, it was important that it was as distinctively fun as the iconic the Walkers’ crisp. It was the aim of Walkers to make the great British public proud and excited to buy their favourite snack.
The new packaging for Walker’s underlines the rich brand story behind the UK’s favourite crisps, giving the packs a modern, premium feel that stand out on shelf and strengthening the brand’s emotional connection with the nation’s crisp connoisseurs.
The new design underlines the rich brand story behind the nation’s favourite crisps, inspired by the unique tastes, passions and foibles of the British people. The Walkers logo has been moved to sit proudly in the middle of pack, marking the point from which playful hand-crafted illustrations of British icons burst out. Liverpool’s Liver Building, Big Ben, the famous red telephone box, and a pigeon wearing hippie-style sunglasses emanate from the logo in a subtle Union Jack shape, giving the consumer something to discover as they explore the pack. Illustrations of tractors in a field reinforce the provenance of Walkers crisps, which are made with only British-grown potatoes. The new packs, which are being introduced across the UK, also feature a mix of gloss and matte finishes, emphasizing the premium nature of the crisps and helping the design to pop on shelf.
PepsiCo Design & Innovation
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