ah jesus my eyes!

Here's the old pack design for Walkers SunBites, (remarkable crisps, rubbish branding.) 

This week saw the launch of their new pack, a Frankenstein mishmash of at least three concepts as far as I can tell.

Concept 1: watercolour, lovely sunshiney logo with some mad crisps flying off the edges, could have been a real stand out pack on shelf if only they'd stuck to this singular idea... Nice hand drawn branding too.

Concept 2: Let's integrate the product and ingredient shot and add some quirkiness to our descriptor, again, not very original and considering there's generally only one ingredient - pretty boring, but would nevertheless could have been an adequate move on.

Concept 3: A completely disjointed illustration style to everything else on pack. Generic wheat and butterfly composition. I can picture the brief landing on the designers desk requesting ' a bit from each concept'. Finally being asked to sling a few flashes in each corner - messy and RUBBISH.

(still in my top three crisps though - third only to Doritos and Prawn Cocktail walkers.)