Having crafted the original brand identity back in 2011, crisp and potato brand Keogh's returned to Brandpoint in 2016 to review the design strategy in order to better reflect their traditional Irish roots, enhance standout in the ever increasing premium crisp category, and assume a high quality aesthetic.
The aim of the redesign was to communicate the Keogh's unique proposition of handcooked crisps 'Grown with love in Ireland' on their family farm. This involved creating an entire suite of brand assets, from photography and illustration to an in-depth brand book piece, which have become the foundations of the new brand identity.
The new packaging design pays homage to the wholesome, authentic process that goes into making Keogh's crisps, specifically referencing to the unique flavour-partner stories and the quality of the all-Irish ingredients.
"We commissioned Irish illustrator, Peter Donnelly, to capture the spirit of each flavour through a whimsical illustration that features various Irish landscapes along with a representation of the ingredients in the crisps," said Tim Leahy, Creative Director at Brandpoint. "We chose a bold and beautiful colour palette to ensure product differentiation amongst the range and competitors."
The Keogh's brandmark has also been updated with the introduction of a copper foil applied to the Keogh's 'Potat-O,' which adds to the more premiumised look and feel.