Before & After: Cabo Chips

Published

April 13, 2015

Filed under

The “Before and After” work the NYC design firm ROOK has created for Cabo Chips is going to rock right off the store shelves. Not just a step up, but a flight of stairs up in the quality of the design. The packaging is bright, tropical and totally unexpected for a bag of tortilla chips.

The challenge for the ROOK team was to create a compelling, and unique visual identity for Cabo Chips, which would stand out in a crowded market where everyone is attempting to communicate Mexican provenance in one way or another. The ROOK team saw this as an opportunity to find a new way to reflect location, telling a genuine story that is both compelling and contemporary.

Designed by ROOK

Country: United States

City: New York

Creative Director: Mark Christou

Managing Partner: Rebecca Thomas Christou

Designer: Lisa Ensanian

Jenifer Tracy

Jenifer Tracy is the owner and Creative Director of JENCO CREATIVE, a boutique graphic design studio founded in 2007 in sunny Los Angeles. Jenifer’s work has been recognized as smart, effective and inspired and has won multiple awards. Having worked with a diverse range of clients from theGot MILK campaign to Mary J. Blige, Jenifer has a relentless desire to create quality work that expresses her client’s personality and vision. On a personal note, Jenifer splits her time between Los Angeles and London, is a French Bulldog enthusiast and a “cute shit” collector. As a designer with a deep love for pretty packaging, Jenifer is thrilled to be blogging for The Dieline, a site she’s been a fan of for years. Jenifer spends her spare time dog walking her frenchie Pippin, getting her nails done and napping. She’s also known for being a big loud talker and laughing a lot.