Kellogg's Lite Chips

Check out this beautiful concept for Kellogg's Lite Potato Chips. "The packaging consists of an eye catching triangular pattern in two colour themes, red for chilli and blue for salt. With an extended “L”, the logo is strong with 3d values to it, where alphabets are held together by the swash. Instead of using a photograph of chips on the design, the design opts for a more anonymous look which set a more interesting look."

Designed by Shierly Dewi, Indonesia. 

Comments

[Quim]

Nice facing but the ingredients column... horrible

[JESSICA WRIGHT]

Pack: YES!
Branding: NO!
Lack of product shot: YES!
Overall: Maybe?

[Christophoro]

It's definitely pretty, but it the design seems to do very little to communicate the "lite" benefit of the product. Actually, the overall look-and-feel seems heavy. Style over function in this case.

[marija]

Kellog's Heavies would be perfect.

[jordan]

The graphics on the wrap are good. The typeface is blah and LITE!? Not interested I'm with @marija lets see some Heavies ;).

[lynzietron]

i WANT to like this - because it's pretty cool a major brand would take interest in a more artistic approach - but it just doesn't work.
the freeform logo font does nothing to tie in with the straight symmetry of the background triangles - and speaking of the triangles - while they look neat, they do a poor job of describing the product in the bag.
i know having an image of the product on the packaging//featuring a window to see in could be construed as 'overplayed', but i think most consumers would like to see what they are buying.
my thoughts?
change the logo to something more fitting to the tirangles, and make some of the triangles transparent so you can see the product.

[Stephen Cameron]

Looks like Kleenex tissues or Cottonelle Wipes, not food at all! That said, if these were seen on the chips aisle of a supermarket surrounded with Doritos and Fritos and Tortilla Chips, it might look like food -- but there's no appetite appeal at all!

Definitely not CPG but easily FMCG.