Chips Ahoy!
Modernising a biscuit icon through emotional equity and systemic clarity.

Agency: Design Bridge & Partners
Role: Design Director
Scope: Packaging & Visual Identity System

  • The existing packaging and brand assets had grown disjointed and overly childish, making it difficult to connect with the target customer. Because of weak visual differentiation between the crunchy and chewy product lines, consumers frequently experienced confusion at the shelf, leading to unintended misbuying across variants. Furthermore, fragmented visual treatments and multiple versions of the mascot diluted brand recognition, causing the product lines to get lost amidst heavy shelf competition.

  • I led a comprehensive brand renovation centered on systemic discipline and mega-brand methodology:

    • Logo Cleanup & Clutter Reduction: Streamlined the master brand logotype and stripped away unnecessary visual noise from the packaging layout to maximize shelf impact and modern clarity.

    • Structural Architecture & FOP Clarity: Established a distinct visual separation between the Crunchy and Chewy product lines. Optimized the Front of Pack (FOP) architecture with clear product cues—featuring a single, bitten cookie for the Crunchy line, and two stacked cookies for the Chewy line—solving consumer misbuying at a glance.

    • Mascot Harmonization: Traced the mascot's history back to its original China market launch. Utilizing consumer data and qualitative insights showing deep affection for the classic character, we refined and standardized the original mascot design to create a unified brand champion across all touchpoints.

  • The redesigned portfolio successfully translated creative modernization into powerful retail presence and rapid business results:

    • Immediate Shelf Authority: Created a striking, highly unified visual block on the retail shelf that cuts through category clutter and commands instant consumer attention.

    • Youth Penetration: Achieved a +3.5 pp increase in youth demographic penetration (two-year high, MAT'26 vs MAT'25).

    • Brand Power: Lifted the "Meaningful" brand power metric by +7 pts (two-year high, 26'YTD vs 25'FY), reflecting a deeper emotional connection with consumers.

    • Rapid Sales Acceleration: Drove a +16% increase in gross sales Year-over-Year mentioned in Q2, achieved within just three months following the Q1 packaging rollout.

    Data from - science & Empathy Consulting

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