The Miss Vickie’s package required an update that strengthened its position as a premium product while preserving its brand equity. Even though the chips have no artificial flavours or colours, there were no natural or real food ingredient cues on the pack. To be a category leader, the packaging needed to be sophisticated to stand out from the competition by highlighting its real food, high quality ingredients.

SL has made several subtle yet striking enhancements to the potato chip packages, while still maintaining the heritage feel of the Miss Vickie’s brand. Natural themes were integrated into the packaging, with a focus on flavour. Miss Vickie’s farm has relocated to the top of the bag and its original location has been replaced by mouth-watering food photography, creating strong appetite appeal. The new imagery enhances the package’s appearance, elevates the brand on store shelves, and entices the consumer to purchase. SL also designed a “Handcrafted with Care” logo seal for the back panel, further communicating Miss Vickie’s promise of quality.

The new packaging elevates Miss Vickie’s as the premium choice of Hard Bite potato chips. Its strong brand blocking makes the product stand out on the shelf.