Designed by: PepsiCo Design & Innovation
Country: United States

Cabo Chips

1 Minute Read

lovely-package-cabo-chips-1

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.”

lovely-package-cabo-chips-2 lovely-package-cabo-chips-3 lovely-package-cabo-chips-4 lovely-package-cabo-chips-5 lovely-package-cabo-chips-6 lovely-package-cabo-chips-7

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Designed by: PepsiCo Design & Innovation
Country: United States

Cabo Chips

1 Minute Read
lovely-package-cabo-chips-1

lovely-package-cabo-chips-1

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.”

lovely-package-cabo-chips-2 lovely-package-cabo-chips-3 lovely-package-cabo-chips-4 lovely-package-cabo-chips-5 lovely-package-cabo-chips-6 lovely-package-cabo-chips-7

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