Slice Design has created the brand identity and packaging graphics for a new range of Pure Nosh Tofu chips. The brief was to create a design that was "as one of a kind as their tantalising range of snacks."

Based on a positioning of ‘Don’t take life too seriously’, Slice created pack designs that reflect the brand's "cheeky and irreverent nature"  and reflect the taste experience.  

"Pure Nosh’s flavours pack a punch and their chips offer an unrivalled taste experience so it was key the packaging high-lighted the individual, bold flavour combinations used and stood out from the crowd, says Alan Gilbody, founder and director at Slice Design.

“We rooted the brand in ‘The new normal in snacking’ and use juxtaposing collages that mirror the surprising combination of tofu and snacking. As Pure Nosh is hand-made and quintessentially British, the pack designs are inspired by Monty Python and include humour that is guaranteed to bring a smile to your face!”

The final pack design was rolled out across four flavours: Wonderful Wasabi, Brilliant Barbecue, Superb Sour Cream & Chive and Splendid Salt & Vinegar. Each pack has its own personality and sets out to take consumers on a taste adventure influenced by flavour.

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