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REAL Crisps: Sea Salt / Sea Salt & Cider Vinegar / Mature Cheddar & Spring Onion / Patatas Bravas

Award: Wood Pencil

Wood Pencil / Writing For Design / Packaging / 2006

Real Crisps is a Welsh, hand cooked crisp manufacturer based in Wales. Their business produces both private label products and their own brands. HarrimanSteel created the brand REAL for their portfolio. They were looking for an identity which would be different enough to give them the stand-out required in the very competitive hand-cooked crisps market, whilst at the same time, broad enough in its reach and appeal to be relevant to a wide base of consumers. REAL was designed to be purely copy driven, a first in this market, which was until then built around pictures of crisps and illustrations of ingredients. The copy uses humour to communicate the quality of the product and care taken in its creation, allowing the benefits of REAL to be delivered to the consumer in an interesting and engaging way.

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