McCoy’s Man Crisps (Concept Design)

McCoy’s original packaging has always been marketed as “man crisps”, however, their design and appearance has never really looked all that manly.

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BTL Brands accepted the challenge to redesign a concept for McCoy’s crisps, to make it different from all the other brands of potato snacks, and to do this in a unique and manly fashion.

BTL Brand’s key idea wasn’t in the design of the packaging, but in its structure. Opposing the conventional characteristics of crisp packets, they decided that the packaging should open from its longest side. The bag stays exactly the same size, however, the opening is enlarged by an extra two inches, which allows for big, manly hands to fit into the bag.

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Taking another step away from the traditional crisp packaging, the designers stripped away all of the ‘clutter’ and additional information that can just as easily be seen on the back of the packet. This technique simplifies the branding, and as a result, makes it more pleasing to the eye.

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Getting rid of the usual reflective and foilized plastic that our potato snacks usually arrive in, BTL Brands additionally changed the material of the packet, instead opting for a matt foilized kraft paper. This paper has ridged lines along the top and the bottom to reflect the ridge cut crisps inside.

Again, deciding that less is more, the company also decided to to rename decadent flavours, such as “Thai Sweet Chicken” and “Flame Grilled Steak” to more simplistic titles: “Thai” and “Beef”.

The finished product is all man.

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