Warburtons snack packs take inspiration from Hitchcock posters

Design agency Anthem, which has worked with Warburtons for the past six years, was asked to create “boundary-breaking” packaging that would stand out in the fiercely competitive snacks market.

The agency created the brand identity for the snacks, SnackaDoodle Wholegrain Snacks and ChippidyDooDaa Pitta Chips, which will launch on 15 March, taking inspiration from movie-poster designer Saul Bass and his iconic 1950s work for films such as Alfred Hitchcock’s Vertigo.

The company said the designs’ bold typography, flat blocks of colour, branding characters and “chatty, down-to-earth tone of voice” would appeal to all age groups.

Warburtons new business director Jason Uttley said: “The design of ChippidyDooDaa and SnackaDoodle really delivered on the brief – memorable, challenging and confident in a warm, friendly and fun manner.

“It picks up category cues but feels a little different in a positive way, and its simplicity makes it easy to translate into other media. It was a difficult brief, and yet the concept we went with right from the beginning is very close to the packs you see on shelf.”

As well as providing on-pack presence, the ChippidyDooDaa and SnackaDoodle characters were designed to be used across promotional media, including billboards, on delivery trucks, online and on point-of-sale material. Warburtons has planned a £1m marketing campaign to back the launch of the range.

At the end of last year, Anthem unveiled a new look for toilet tissue brand Andrex under the banner ‘Colours of Nature’.

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