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Branding, Packaging & Opinion

Reviews, news & opinion from designer Richard Baird on the latest brand identity and packaging design work from around the world.




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Delikatess Chips designed by Silver

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Packaging with tinted brick wall photographic detail designed by Silver for Swedish retailer ICA's new four flavour snack range Delikatess Chips

As part of a wider, multi-product rebrand and packaging exercise, Stockholm-based design agency Silver developed the name, visual identity and pack solution for Delikatess Chips, a new four flavour, own brand range of crisps from Swedish retailer ICA, one of Northern Europe’s leading retail companies.

Based around the organic and geometric juxtaposition of a weathered brickwall and poster concept, featuring tall heavy type, a limited colour palette and simple line detail, the design manages to communicate a sense of hearty flavour and decent crunch with a slightly rustic, traditional and down-to-earth undertone. A contemporary and high quality matt varnish follows the current gourmet snack trend alongside a more conventional series of tints which reinforce flavour from a distance. The typesetting is not perfect but the tall character choice is stacked well and deliver a vertical contrast to the horizontal movement of the bricks.

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Packaging with tinted brick wall photographic detail designed by Silver for Swedish retailer ICA's new four flavour snack range Delikatess Chips

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