In recent years, competition in the Thai potato chips market has intensified as more and more foreign brands have entered the market and more brands are offering a wide range of series and flavors. The Thai potato chips brand Tasto is a major brand, competing for the first and second place in sales in Thailand. It has a particularly strong flavor that Thai people prefer, and has been loved by both children and adults for many years. Bravis produces the main series of the Tasto brand and the “WAVE” series.

In order to break out of the commodity market, the design of the main series was redesigned to more strongly express the “fun” personality of the brand. Each flavor has a contrasting color scheme that embodies the fun flavor of the product. In addition, each flavor is dynamically represented at the top of the package to make an impact at a glance. The sizzle that pops out of the package makes it an eye-catching presence on store shelves.
As the name suggests, the “WAVE” series differs from regular potato chips in that it is characterized by its wave shape. The newest addition to the WAVE series is the “Tasto WAVE,” which has a deeper and wider wave shape than the already available “Tasto Super wavy. Compared to the “Tasto Super wavy,” the “Tasto WAVE” is not only more satisfying, but also lighter and more comfortable to eat due to its thinner shape.
The WAVE series is designed with a distinctive wave-like graphic in the background to relate to the product features and make it instantly recognizable as Tasto’s WAVE. The wave graphic is also fun and makes the younger generation, the target audience, want to pick up the chips, and the sizzle of the potato chips, which is clearly visible in the shape of the wave, succeeds in strongly promoting the product’s features. There are two flavors, “Honey Mustard” and “Spicy Sauce,” and each flavor is represented by a brushed stroke of the flag of the country it represents, which expresses the intensity of the flavor. The two-tone colors and the sizzle of the potato chips naturally draw the eye to the design, even in the potato chip section where many colorful products line the shelves.

• CLIENT

  Berli Jucker

• SERVICE

  Package Design

  COUNTRY

  Thailand