Poore Brothers brand packaging and logo redesign

Local Arizona brand kettle chips manufacturer Poore Brothers creates unique and exciting flavors of kettle style potato chips.  Hand-crafted, each batch exemplifies the local flare that made it popular over 25 years ago.  The challenge is to rebrand and package these chips to reflect the unique Poore Brothers style while maintaining the honesty and integrity of the brand.

The Moto: Intensely Different
The Feel: South West/ Arizona hand-crafted
Company colors: All over the map
Mascot: A cactus? 

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The Logo: Plan of Attack

After analyzing the last three versions of the Poore Brothers logo, a common series of elements emerged.  Each image contained a Cactus, a Coyote, and a Roadrunner in front of a mountain range.  A small amount of research revealed the mountain range in the logo was strikingly similar to the Green Mountains in Southern Arizona. Armed with this set of icons I began to explore form and style. 
Immediately I was drawn the coyote and roadrunner.  What did they mean? Were they just perpetuating a South West stereotype?  I found them intriguing and decided to begin building a story around the two characters.  The name Poore Brothers, combined with the two characters now brought to the foreground really opened up a lot of doors for marketing and they really increase interest in the brand.  Before just the cactus was the focal point.  Now two characters stood out to really draw people in and begin a new chapter in the life of a popular Arizona brand. 

Package Design: Special Delivery

For the package itself, I wanted to move away from traditional chip bags. They are loud, weak, and don't stand up on their own. For the smaller snack sized chips I started looking into smaller rigid paper container forms. And for the larger bag, I started looking as some higher end materials and patterns that allowed the bag to stand on its own. ​