New spin on an old favourite

Certainly, no family lunch was complete without the corn chip, nor were school breaks bearable had your mother failed to include the treat in your lunchbox. Although tradition is an important part of life, change is inevitable. With this in mind, internationally the Fritos logo has undergone some change and Fritos South Africa is next in line.

Enter Creative Licence (Pty) Ltd - a dynamic company specialising in graphic design, brand creation and brand mentoring. The company was commissioned to undertake this fundamentally important task and improve on the well-known Fritos design without alienating the traditional look and feel of the corn chip.

The challenge was to ensure the updated logo was made more distinguishable from the rest of the background design on the packaging. In the end, Creative Licence chose to incorporate a yellow swirl around the original Fritos logo resulting in a prominent logo with the illusion of movement.

Another important aspect that needed attention was the visual quality, clarity, detail and aesthetic appeal of the chips displayed on the original packs. For this, new photography was needed. Through the clever use of shadows and highlights, Creative Licence was able to transform the corn chip images into something truly desirable. Colour was another important aspect that needed attention and the company delivered beautifully on this front by incorporating strong, bold colour into the visual creating the perception of richly flavoured, robustly crunchy snacks for any time of day.

This upgraded Fritos packaging also boasts a few other changes and improvements. A mielie icon has been introduced and included on the front of the packs to communicate the fact that the corn chips are made from real mielies. A new chutney flavour has been added to the traditional tomato, sweet chilli and BBQ range. The new revolutionary design also will be available in a Limited Edition 200g bag perfect for the Fritos fanatics out there.

According to Reneira Van Woerkom, Finished Artist for Creative Licence, “Another important aspect of any pack design upgrade is that we need to work as closely with the printer as possible and keep in mind any print production limitations. Not only do our designs need to be visually appealing they need to print well, effectively maximising the shelf impact and appetite appeal. This is why it is so important to communicate effectively between all parties involved in the production process to ensure the project runs smoothly and the desired end result is achieved.”