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.
