Enjoyed in over a dozen countries, NatuChips honor the rich history of Latin America. To create NatuChips, we carefully source the finest plantains, cassava, and sweet potatoes, so it was only fitting that our team in Latin America looked to nature for inspiration as they embarked on an ambitious redesign.

To convey the brand’s story across multiple countries, we set out to build a modern, dynamic visual identity system that underscored our work with local communities to empower women and local farmers.

Plantains are a delicate, needy raw material: To remove the peel, the work calls for a pair of attentive hands—not machinery. As part of our partnership with the Asplabel Association, a local nonprofit, our processing plant in Guarne Antioquia, Colombia, is staffed by 50 mothers, women, and female heads-of-household.

The new design draws inspiration from this artisanal process with custom illustrations of hands at work. We also refreshed the typography, logo, and palette and added fresh illustrations that celebrate the fields where our ingredients come from.

With this fresh redesign, the Natuchips speaks to our goal of designing a better world for the planet and people.
• SOM (Serviceable Obtainable Market) has increased +5.5pp since launch.
• Sales have grown by +26.3%

Category:PackagingYear:2024Designers:PepsiCo, New York, New York, USAManufacturer:PepsiCo, New York, New York, USA