hardbite avocado oil chips

Hardbite had already established strong brand equity as an independent West Coast lifestyle brand, with packaging built around its adventurous “ALL POTATO. NO COUCH.” attitude. The introduction of avocado oil chips brought a new, better-for-you proposition to the brand. The challenge was to build on a recognizable packaging system while creating enough distinction to signal something new at shelf.

While Creative Director at CREW, I developed and designed the packaging strategy around Hardbite’s naturally gritty personality. Knowing the product would appeal to food-conscious consumers, we brought the ingredients forward in their natural form — avocados, potatoes, peppers and spices photographed with texture and imperfection rather than overly styled food photography.

Central to the new packaging was a prominent AVO OIL callout, designed to communicate the product difference quickly at shelf. Colour and ingredient photography differentiated the flavours while creating a cohesive system across the line.

I was hands-on throughout the project, from packaging strategy and design through photography art direction and production across multiple SKUs.