Estrella’s founder, Folke Andersson, travelled to New York in 1957 to attend a boxing match. For the first time in his life, he tasted potato chips and completely fell in love. Deciding to start producing potato chips in Sweden, he soon discovered that Swedish people were just as enthusiastic about them as he was. The company grew to become the market leader in chips and is today a part of the Intersnack Group.

Concept, Packaging design, Naming, Storytelling
Mission
In a world that is constantly changing, consumers want new taste experiences and product innovations. As Estrella’s long time design partners, our mission has been to help the brand stay relevant to consumers. Throughout the years, we’ve been instrumental in assisting Estrella to define the brand’s and sub-brands’ visual expression and develop their product assortment and design.

Insight
As in many other food categories, taste is the main driver in the world of snacks. Taste cues have to be rich and seductive, but with a different expression depending on subcategory. In addition snacks belong to the indulgence category, consumers today want more natural and healthy choices.

The idea
We developed a dynamic, flexible and contemporary design structure. Easily adaptable and expandable to new categories, the structure enabled us to focus on taste and visualize it in different ways while still keeping the brand family feel. The Estrella portfolio is diverse and new products are constantly added. Our design approach focuses on finding the right visual expression for each sub-category, such as Classic chips, Nuts, Dips, Light and Premium.

Working with Pond Design is easy, stimulating and structured. We relish close collaboration with clients based on openness and honesty, to benefit from each other’s breadth of experiences and expertise.

New Business
Anna-Karin Trydegård
anna-karin@ponddesign.se
+46 70 239 66 50