“Americans always ask me about prawn cocktail,” chuckled David Marchant, Design Leader for Western Europe for PepsiCo.
Rightfully so— that flavor isn’t the ordinary potato chip variety you’d expect to find on the store shelves, at least not in the U.S. However, as arguably the most beloved brand of crisps (AKA “chips” for those of you across the pond) in the UK, Walkers is anything but ordinary both in flavor innovation, and most recently, in its packaging design.
PepsiCo Design & Innovation saw an opportunity to evolve the packaging and brand experience for this much-adored brand in an effort to improve a product’s position in the market.
