UPTOWN CRUNCH

Rich, sumptuous flavors deserve to be dressed in style.

CLIENT

PepsiCo Canada

PROJECT

Miss Vickie’s Signatures Packaging

RELATED SERVICE

Conceptual Design
Final Art & Art Direction
Photography

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The Infinitus Service Centre was a large-scale, multi-disciplinary project, requiring the utmost precision in retail design and customer experience. The SLD team aimed to incorporate an interactive element in all aspects of the design. The graphics, digital elements, and visual merchandising are dynamic components that creatively push the narrative of empowered self-discovery for their guests. When designing a store with a product range as diverse as Infinitus, it was important to create a retail experience that highlights individual design elements, while paying homage to the initial identity of the brand.

For those who enjoy amazing food, it is a sensual experience. When we began our design exploration for Miss Vickie’s Signatures, we wanted to focus on the stand-out flavors, the crispness, the preparation… to be detailed and expressive about the experience of eating this elevated version of an everyday snack.

Using full color photography of ingredients and cooking utensils on a darker backdrop, we created an appetizing sense of discovery and drama. Using a rich palette of smoky grey, black and gold on a glossy bag with a thicker substrate, everything about the design is sumptuous. The Miss Vickie’s logo is strongly recognizable – but on the shelf the design stands out as a clearly special version of this iconic brand.

Initially an LTO, Miss Vickie’s Signatures has been such a success that it has become a permanent product.