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TBH Chip Line – 
US & Canada Standards

Full branding redesign. Project launched with 8 variants - 6 vegetable chip and 2 fruit chip varieties. Provided all the strategy, branding redesign aligned with government standards, full package layouts and delivered final docs to printer.

For this brand redesign, the client was already well established within India, the country of origin. The client needed our studio to adapt the brand to enter the US and Canadian markets, providing shelf-ready government compliant labelling for each nation. 


The brand offers an expansive line of produce-fresh fruit + veggie snacks. We defined the brand's target audience as health-conscious consumers that enjoy snacks packed with naturally occuring nutrients. Our research in this snacking category uncovered that consumers are willing to spend more if they perceive a product to be healthy. With this in mind, our strategy for the brand was to amplify the specific nutrients per each variant - this broadens choices for the consumer to purchase more varieties based on the wider nutrition offering.

Establishing a two-nation branding hierarchy was essential to the nutrition-focused strategy. We carefully defined the allowable nutritional claims per each nation while standardizing a graphical system and hierarchy that was adaptable to each region. We ensured compliance by adhering to allowable claims based on the nutritional thresholds of each nation for all 8 varieties. We employed a Nutritionist Compliance Expert to check that our claims were accurately worded according to gov't guidelines.

The vacuum fried production of the produce-fresh fruit + veggies into a shelf-stable format was also a key feature that we recognized as a huge differentiator. We amplified the vacuum fried with a kettle icon and centered it inside the green USP banner. The kettle was then flanked by the gluten-free on the left and the nutrients to the right. Placing the kettle in middle created a focal point, drawing the eye to a common spot across all the bags. Creating a consistent treatment of the USP encapsulated by green banner helps consumers spot the differences across the line in a cohesive system.   

The overall packaging hierarchy required a more succinct rationale to the original sequence. The original brand used white lettering for the root variant with a seasoning in the naming convention of white for both. We separated the two - describing the root variant with adjectives about the texture or source flavor with the bold white letters. The seasoning flavours were then defined below by names encapsulated within their unique color block, helping consumers identify the seasonings across the line. By creating a color system for seasonings simplifies the future line extensions within the category. This creates an easy opportunity to expand the root varieties with different seasonings.


Some of the root names used two lines of bold stacked text while others had three stacked lines. We ensured to create three stacked words across all the variants to make it easy to read across a shelf of mixed varieties. A consistent system of name presentation helps consumers identify the varieties more easily; the same alignment of stacked words trains the eye to read quicker. The faster the consumer makes the distinctions, the quicker the decision to choose products, potentially picking up more varieties in one visit.

One final element that needed to be addressed was the Vegan claim. For the Indian market all 8 varieties were defined as vegan. Upon closer scrutiny we identified milk in one of the seasonings. Therefore we created Vegan vs Vegetarian icons to help consumers identify the distinction. We used the same green as the USP banner at the bottom, visually tethering the Vegan/ Vegetarian icons to the other USP claims. The two icons share the same shape and location, and then use words to distinguish each claim.

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