Project Overview

Category: Packaging Design
Industry: Food & Beverage / FMCG
Role: Concept Development and Packaging Design

Proper Crisps, a premium New Zealand potato chip brand known for its locally sourced ingredients and small-batch quality, collaborated with renowned chef Al Brown to launch a limited-edition flavour range inspired by his iconic sauces, Habanero Mustard and Kasundi Ketchup. The collaboration combined Proper Crisps’ artisanal craftsmanship with Al Brown’s bold, flavour-forward culinary identity.

Objective

To create a distinctive and collectible limited-edition packaging design that captures the essence of Al Brown’s signature sauces, strengthens brand collaboration storytelling, and enhances shelf impact to drive consumer curiosity and purchase.

The limited-edition packaging was designed to translate the distinctive personality of each sauce into vibrant, ingredient-led illustrations. The visual direction highlighted key flavour components while maintaining brand consistency, resulting in a cohesive and eye-catching shelf presence.