SELECTED PROJECT
Chip Buddies
Brand development · Packaging · Product Design
Bringing a chip-shop classic into the modern pantry
Chip Buddies started with a familiar idea: the comfort and nostalgia of classic chip-shop curry sauce, reimagined as a bold, modern retail brand.
The identity needed to feel fun, approachable and full of personality, while still being simple and confident enough to work across packaging and future products.
The direction combined nostalgia with a more contemporary, shelf-ready feel: familiar, but with a fresh twist.
01 / THE IDENTITY
An explosion of flavour, stripped back to its simplest form
The idea behind the Chip Buddies logo was to capture an explosion of flavour in the shortest possible visual form.
The mark needed to feel bold, energetic and playful without becoming complicated, so it could work just as well on a small jar as it could across larger packaging and brand applications.
That thinking carried into the wider identity, with strong black typography, warm colour and a slightly retro, cheeky feel.
The result is a brand that feels immediate and full of personality, while still being simple enough to recognise at a glance.
02 / PACKAGING
Making the product easy to spot and easy to understand
Packaging was central to the project.
Warm yellows and deep reds draw from curry powder, mustard, turmeric and golden fries, while the black-and-white identity creates a strong visual anchor.
Hand-dipped chip imagery brings the product into context and adds something more human and familiar to the design.
The aim was simple: make the product recognisable, appetising and hard to miss.
03 / BUILDING THE RANGE
One identity across different products
The brand needed enough flexibility to work beyond a single product.
The curry sauce pouch and Mild & Mellow Curry Salt jar use the same visual language while adapting naturally to different packaging formats.
Rather than treating each item separately, the range was designed to feel like one family, giving Chip Buddies room to grow without losing its identity.
04 / THE PRODUCT STORY
Nostalgia, made shelf-ready
At its heart, Chip Buddies brings the flavour and feeling of classic chip-shop food into the home.
The positioning was deliberately casual, nostalgic and playful rather than overly gourmet, with the brand built around familiar flavours, shared food and easy everyday enjoyment.
The result is a product identity that feels both familiar and new: a little cheeky, easy to understand and designed to stand out on shelf.
THE WHOLE PACKAGE
A brand built from idea to shelf
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Brand identity
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Logo design
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Packaging desig
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Product labels
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Range development
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Print-ready artwork
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Product presentation