Marx Design – Ping’s Popchips

Chips-2_7864_DSC2782_786  Original-Sea-Salt-MG_9907_786 Salt---Vinegar_MG_9452_786

Marx Design was asked to create a brand/mascot that would work across multiple products in the snack food category. Their first job was to create the Popchips sub-brand, which consisted of four variants: Sea Salt, Salt & Pepper, Salt & Vinegar and Sweet Chilli & Sour Cream. At this stage of the design Ping’s wanted to avoid the clichés of traditional chip packaging in order to achieve cut-through so we were fine by that!

The very name ‘Popchips’ led us to create a diorama execution in which the elements ‘popped’ off the page with light and shadows. This then became a running theme for the brand that extended to point-of-sale in the form of pop-up books and displays. One of the rules we set ourselves was to make sure the diorama scenes always carried an idea. For the Salt & Pepper variant we created a storm setting out of layered card. The scene resembles a storm of flavour ‘putting a bit of zip in your chip’. Consumers will identify the variant with the pepper grinder as it resembles the variant name.

The whole production process was something that could not be replicated on computer alone. The paper diorama work, which took more than 500 hours to complete, was photographed, taken to the computer for print production and then printed using a gravure printing process.

2 comments

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: