Capturing Miss Vickie's Quirky Charm
by Elizabeth Freeman on 09/05/2016 | 3 Minute Read
The DuPuis Group recently partnered with Miss Vickie’s Kettle Cooked Potato Chips to refresh the 29-year-old brand. The redesign leverages the specialty chip brand’s from-the-farm roots and captures the quirky charm of Miss Vickie’s through new packaging and branding.
"We saw an opportunity to really turn this brand around and point it back to its roots,” says Danny Rhodes, Creative Director at the DuPuis Group, a design innovation firm with offices in Ventura (Calif.), Chicago and Reno. “The design team integrated fresh approaches to design, branding, color and illustration. What really stands out as a breakthrough element is the use of a hand-crafted illustration by Claudia Pardo, one of our very talented artist-illustrators at DuPuis.” The new packaging scored a whopping 108 in PRS quantitative testing, indicating the new branding and packaging will greatly impact sales. It scored incredibly high in the categories of purchase intent, being “a brand people love,” shelf-impact and shopability.
"The DuPuis Group nailed it,” says Leslie Thompson, Director of the Miss Vickie’s Brand. “They created a new look for Miss Vickie’s that resonates with existing consumers, appeals to new consumers, and will have a great return on our investment in design. DuPuis' ability to understand our brand strategy, turn it into a design strategy, and then to design with purpose was amazing."
Designer/Illustrator: Claudia Pardo
Creative Director: Danny Rhodes
Senior Designer: Jean Paul Tummler
Designed by DuPuis Group
Country: United States