Kettle’s baked chip offering was in need of a refresh to visually communicate that Bakes delivers the same quality and satisfaction that original Kettle is known for. The goal was to overcome a challenge uncovered in research: that consumers often have a perception that baked chips are bland and processed, and to celebrate Bakes’ exceptional flavor appeal and point of difference.

ANTHEM’S redesign enables Kettle to tell Bakes’ unique “real potatoes” story with the use of sliced potato visuals, rich background colors and supporting flavor illustrations to deliver a full flavor message. The resulting packs are loaded with appetite appeal, redefining consumer expectations with a “Better for You” chip that delivers a satisfying and indulgent experience.