Lovely Package

Curating the very best packaging design

Cabo Chips

April 14, 2015 | 1 Comment


Designed by ROOK | Country: United States

The challenge: Create a new compelling visual identity and packaging design for Cabo Chips to better express the brand’s provenance, personality, spirit and unique taste.

Our perspective: Virtually every tortilla chip attempts to communicate Mexican provenance in one way or another. The opportunity was to find a new way to reflect location; one that’s compelling, contemporary and born out of a genuine story.

“The approach needed to be different: Not stereotypically authentic, not symbolic, but expressive. We wanted to create a sense of place for Cabo Chips that reflects the experience of Baja through lifestyle, emotion and energy. It’s not about simplifying a complex origin into a single symbol, icon or style, but about communicating Baja’s depth, richness and mood in an expressive and layered way.” – Creative Partner and Founder of ROOK, Mark Christou.”

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One Response to “Cabo Chips”

  1. Yulma
    May 12th, 2015 @ 9:40 pm

    Hey! this is brilliant! I am a graphic designer student, I’m from cabo and I loooove this packaging, the idea is so clever, congrats.

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Lovely Package

Curating the very best packaging design