We live in chaotic and excessive times. Brands and politicians alike demand attention, clamouring for consideration and creating – quite frankly, for me at least – an unwelcome cacophony of competing voices and issues. All too often, the lines between competing interest are blurred, and even absurd. I crave clarity and simplicity, particularly when it comes to basic consumables. What’s different? How will it improve my life or reduce my environmental impact?

Despite being British, I’m not a huge crisp cruncher, though I have been known to grab a bag from time to time. Nonetheless, whether Walkers or McCoy’s, there’s nothing more offensive than a half-filled bag. Not only are we being short-changed by shrink-flation, skimp-flation, or the latest cheeky ploy, but the single-use plastic on a such a stingy single serve product gives me the shivers.

Spudos hand cooked crisps would seem to offer something of a reprieve for the crisp-loving and environmentally-concerned individual. Not only can you see what you’re getting, and have the thrill of old salt ‘n’ shake self-seasoning fun, but this potato snack is served in a 100% compostable bag.

Now, I’m not entirely accepting of the notion of 100% compostable. I live in London, paying astronomical rent. To have a garden complete with compost heap, I’d have to be living in another reality… one where I probably do something more lucrative than writing design reviews. But apparently I can stick my Spudos bags in with my food waste, which then goes off to an industrial composting heap. Nice. Of course, perhaps not consuming these things in the first place would be ideal, but let’s call crisps a small and occasional joy that keep us from burning out from the violence and desperation of contemporary consumer culture.

Paul Belford’s small London studio has worked its magic to create a visual identity for Spudos that’s playful, simple and earthy. Taking its lead from potato printing, a geometric logotype, complete with organic ’tato texture, speaks to the child within, shaking off the concerns of the adult world. And do I need childlike pleasures these days! Modularity, the elemental wholesomeness, the uncomplicated joy of adding your desired flavour to the degree you’d like; these aspects are synergetic – no conceptual leap, or ‘smile in the mind’ wit, but in the ‘yeah, of course it’s that’ way.

Spudos’s transparent pack serves as a reminder of how far removed big crisp brands have become from simple pleasure. And I love that the flavour sachets are called ‘spud dust’. It’s silly and magical in some way, but also understated – just a little detail that didn’t have to be there, but makes the work better for it.

Paul Belford is a deft hand at not distracting from what is an appropriate and sensible idea. While the material of the bag does a lot of work to distinguish the brand, the graphics are congruent with this and distinct in an online space. It’s easy to see Spudos placed and selling well in the Wholefoods and Planet Organics of the world, to those willing to spend just a little more to make a little less the discomfort of indulging in a cheeky snack.