The challenge:
“Holly Chips” is a brand of potato chips that stands out in the competitive snack market with its unique branding focus on sharing and community. This project required a careful balance of engaging visuals and meaningful messaging to resonate with consumers.
The main challenge for “Holly Chips” was to differentiate itself in the competitive snack market. This required more than just a unique visual style; it needed a story that could emotionally connect with customers. The theme of ‘sharing’ was at the heart of this story, and it had to be communicated in an attractive and clear manner, calling for an innovative approach in both design and messaging that went beyond typical snack advertising.
Additionally, the brand faced the task of engaging a younger audience, a demographic frequently overwhelmed by a variety of marketing campaigns and brand promotions. It was essential for “Holly Chips” to not only grab their attention but also to keep it. The brand had to find the right mix of being fashionable and genuine to ensure its design and messaging would appeal to this younger group, all while staying true to its foundational values of community and sharing.
The solution:
To address these challenges, the solution centered on the branding for “Holly Chips” is built around the concept of togetherness. The aim is to portray the chips not merely as a snack but as a medium for social interaction and enjoyment. The packaging, advertisements, and promotional materials all echo this theme, creating a cohesive and appealing brand image.
This was achieved through the use of hand illustrations in various gestures of sharing and giving. These visuals were paired with positive, community-oriented messages, creating a narrative that was both engaging and consistent across all branding and marketing materials. The design strategy aimed to make “Holly Chips” not just a product, but a symbol of togetherness and joy in shared experiences.
The central theme revolves around illustrations of hands in various poses symbolizing the act of sharing. These are not just random images; each hand gesture is carefully chosen to convey a message of unity, friendship, and joy in shared experiences. Alongside these illustrations are catchy, uplifting phrases that encourage consumers to connect with others.
The second part of the solution involved the careful selection of colors, typography, and messaging. A vibrant color palette was chosen to appeal to the youthful audience, making the product stand out both in physical stores and digital platforms. The typography was approachable and modern, complementing the overall brand ethos. The consistent application of these design elements across various touchpoints ensured a unified brand experience, fostering brand recognition and loyalty. The marketing strategy further emphasized the brand’s commitment to bringing people together, making “Holly Chips” synonymous with joyous communal experiences.
Illustrative Approach: Unique hand illustrations were developed, each telling a story of sharing and connection. These were complemented with positive and engaging messages that reinforce the brand’s core values.
Vibrant Design Elements: A lively color scheme was chosen to appeal to the target demographic. The use of bright, inviting colors makes the packaging stand out on shelves and resonates with a youthful audience.
Typography and Messaging: A blend of friendly and approachable typography was used to communicate the brand’s messages. The design balanced modernity and warmth, making the brand approachable yet trendy.