The new Boulder Canyon chips branding has been unveiled by Utz Quality Foods to help infuse a fresh touch of imagery into the packaging and help the product stand out more prominently on store shelves.
Inspired by the brand's Colorado roots, the branding imagery features a mountainous terrain that is achieved with artistic renderings of mountains as well as ones made from potato chips. This draws a direct correlation between the product and the landscape to convey the rustic nature of the company for consumers to appreciate.
VP of Marketing for Boulder Canyon Jim Ehlen explained the new branding saying, "The idea behind our new brand mantra, ‘Find Your Path’, is to encourage fans to choose the course that calls them. For us, that hasn’t always been the beaten path, but that’s what makes us unique. It’s a message we’re reaffirming in our mission and our communication with customers."