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InspirationGraphic Design

Brandpoint's refreshed brand for Keogh’s Crisps goes back to its Irish roots

Having created the original brand identity back in 2011, crisp and potato brand Keogh’s returned to London agency Brandpoint to review its design strategy, hoping to better reflect its traditional Irish roots and make itself stand out in an increasingly competitive market.

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Five packets of Keogh's hand-cooked crisps in a row, each with distinct coloured lower sections and illustrated Irish ingredients, displaying flavours including Choc and Cheddar, Shamrock and Cress, Sweet Chilli and Irish Red Pepper, Atlantic Salt and Cid

The aim of the redesign was to communicate Keogh’s unique proposition of hand-cooked crisps "Grown with love in Ireland" on its family farm. This involved creating an entire suite of brand assets, from photography and illustration to an in-depth brand book piece, which has become the foundations of the new brand identity.

The new packaging design pays homage to the wholesome, authentic process that goes into making Keogh’s crisps, specifically referencing to the unique flavour-partner stories and the quality of the all-Irish ingredients.

"We commissioned Irish illustrator, Peter Donnelly, to capture the spirit of each flavour through a whimsical illustration that features various Irish landscapes along with a representation of the ingredients in the crisps," says Tim Leahy, Creative Director. "We chose a bold and beautiful colour palette to ensure product differentiation amongst the range and competitors."

The Keogh’s brandmark has also been updated with the introduction of a copper foil applied to the Keogh’s 'Potat-O', which adds to the more premium look and feel.

Since working with Brandpoint, Keogh’s have become Ireland’s leading premium crisp producer and now exports across the world. Brandpoint also celebrates the victory of winning a Special Mention from the German Design Awards 2018 for its work on the redesign of the brand.

Three Keogh's crisp packets with green, blue and pink colour-coded bands displaying Shamrock and Sour Cream, Irish Atlantic Sea Salt, and Sweet Chilli and Irish Red Pepper flavours on a wooden surface
Keogh's Sweet Chilli and Irish Red Pepper crisps packet displayed with raw potatoes, red peppers and sea salt on wooden surface
Keogh's Irish Atlantic Sea Salt crisps packet with gluten free and lactose free labels, featuring an illustration of a whale tail and icebergs in water against a cream background
Three Keogh's gluten-free crisp packets displayed on wood, featuring flavours of roast turkey and sage stuffing, Atlantic sea salt and malt vinegar, and chorizo and sun-dried tomato
Keogh's crisp packet with gluten-free label featuring sweet chilli and Irish red pepper flavour, illustrated with red peppers and chilli plants against a magenta background
Keogh's Chorizo and Cherry Tomato crisps packet displayed alongside fresh tomatoes, sliced chorizo, and potatoes on a wooden surface
Two redesigned Keogh's crisp packets side by side showing Atlantic Sea Salt with Irish Cider Vinegar flavour in navy and cream packaging with illustrated Irish landscape elements
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