Our Thoughts
Drawn Agency
Siete | The Kettle Cooked Potato Chips
A peek at the process of designing the packaging for Siete Family Foods’ new product line, Kettle Cooked Potato Chips.
Siete’s tortilla chips have become synonymous with grain-free snacks and their reputation for “salud y sabor” (health & flavor) is making them a favorite of even grain-loving shoppers. Siete’s brand identity is closely tied to its Mexican-American heritage, so its products are all grain- and dairy-free versions of the culinary staples found along the border between Texas and Mexico, where the Garza family (Siete’s founding family) is rooted. The packaging that we’ve designed for the company’s products, in turn, incorporates patterns inspired by traditional Mexican textiles, which also speak to Siete’s heritage.
Siete’s new line of Kettle Cooked Potato Chips is no exception — these “thin, crunchy, and delicious Mexican-style potato chips” are inspired by papitas, a potato-chip-like street food snack found throughout Mexico and often served from a cart with a splash of hot sauce and a squeeze of lime. Siete’s version, though, is gluten-free, non-GMO, and cooked in 100 percent avocado oil. They masterfully marry those authentic, heritage-inspired flavors with some of America’s favorite potato chip flavors: Think “Sea Salt + Vinegar with a Hint of Serrano." These flavors and snack food traditions, which bridge two countries and cultures (through wholesome ingredients), are also an expression of Siete’s guiding motto, “Juntos es mejor” (Together is better).
The packaging that we’ve designed for this new product line is bold, bright, colorful, and brand-forward with a pattern scheme that aligns across products on the shelf. A few tortilla chip flavors (Fuego, Sea Salt, and Chipotle BBQ) have been carried over to the Kettle Cooked Potato Chip line, so their color schemes have also been repurposed to maintain a continuity of flavor identification across products. For brand new flavors, we looked at existing flavor profiles and identified gaps in the color spectrum that would allow for a product to be uniquely presented and easily identifiable by consumers. We designed the packaging for Siete’s Kettle Cooked Potato Chips using the same system we used for the rest of Siete’s packaging, which naturally allows for product line expansions.