Most Western consumers are very familiar with the iconic red tubes of those tasty curved chips -- but would they recognize them now? Pringles Premium packaging strips the snack containers of their punchy colors and vibrant graphics in favor of a limited palette to promote more sophisticated munchies.
Niklas Hessman has reworked the popular product's image with just two hues, black and white, but with these manages to communicate a greater depth of the delicious crisps. The refined rebranding is tailored to compete with upmarket edibles and introduces exotic recipes and savory combinations. The consumer is encouraged to consider Pringles Premium packaging in a more thoughtful way than the mainstream line of potato chips, and to discover the complexity of its tempting contents without the elaborateness of a dramatic label.