Logo design and packaging design for Kaley’s Kale Chips - snacks full of all goodness, no badness!
Kaley’s Kale Chips
Air Dried Not Fried!™
This line was born to sit in the snack aisle of Canadian and American supermarkets. But, how do you get consumers to switch from chips to kale? Who eats kale? And why? In our solution we took the attention away from kale and focussed squarely on flavour: “if you love bacon... you will love this” became our approach. The better-for-you message was viewed as a bonus consumer discovery, not the primary driver. Aided with tight photographic art direction and clever copy writing a sought after brand was born.
Ranch woke up one day to an epiphany. Why should he be limited to salads and chips separately, two items as opposite as kale and lettuce? Why could he not do both... at once? Ranch set off in search of his childhood friend Kaley, and together they vowed to bring the world the coolness of ranch with all the goodness of a fresh sprig of lettuce, the crunch of a chip, and none of the badness.