Just my type

Posted by Steve on Aug 10th 2011 in: Crisps, Snacks & Nuts, Which packaging tells the best story?

Kettles chips section in a supermarket

Great big, bold colour blocks with no product photographs or illustrations, everything you need to know about this brand is conveyed through type.

What it actually says of course, but also how it feels: Raw, natural, honest. Not so long ago the packs showed a man stirring a giant pot (or ‘kettle’ in American), but less is now most definitely more.