New premium crisp brand London Flavours has launched in the highly competitive UK savoury snacks market.
The brand & packaging designed by Pure has an intriguing flavour of London about it, capturing the spirit of the capital through events in its recent history, with themes and imagery chosen to maximise the brand’s noticeability.
London Flavours spokesperson Joshua Guest said, “We briefed Pure to create packaging design that is unique and unexpected. We wanted branding that portrayed aspects of London without referencing imagery that is commonly associated with the city.”
The quirky approach will help London Flavours stand out in a category full of established brands as well as retailer own labels, many of which have similar brand values.
Pure’s Creative Director, David Rogers, added, “We’ve become saturated by crisp brands marketed as hand cooked to the point where the statement doesn’t have the same resonance any more. The brief from London Flavours took us in a new direction.”
The initial launch encompasses four classic crisp flavours – Lightly Salted, Sea Salt & Malt Vinegar, Cheddar & Red Onion, Oak Smoked Chilli.
Capitalising on the growing popularity of popcorn snacks, London Flavours also commissioned Pure to create similarly distinctive brand design for a range of popcorn products, which will launch later in the year.