When potato chip packaging requires that you open a bag of chips the usual from the top, this means that there are fewer chips that can be included in the packet since they'll be crunched in the process of opening. As an alternative, Junpyo Kim applied a design that is typically seen on cookie packets to a bag of kettle baked chips.
Rather than having to take hold of the top of the bag and rip, the bag can be opened by peeling from the front, which prevents your hands from getting covered in chip crumbs while eating from the bag. This easy-to-open design is emphasized with a graphic. The image of a ceramic dish can be peeled back, giving the illusion that you aren't actually eating out of a potato chip bag. If you're planning to eat the whole bag in a single sitting, the entire label can be peeled off, or reapplied for a snack later on.