While Creative Director at CREW, I was tasked with designing a new product packaging strategy to be introduced by an established West Coast lifestyle brand – Hardbite Chips. Brand equity had been established with packaging that displayed West Coast lifestyle imagery representing the brand’s “ALL POTATO, NO COUCH.” attitude. Now, a new value proposition was being introduced with better-for-you avocado oil. The goal was to build on the recognized packaging with enough of a twist to bring attention in the aisle to a new kind of potato chip. We knew foodies who would appreciate these chips and the benefit of avocado oil, would also appreciate the display of the main ingredients in their natural form – and like anything Hardbite – this would give us a naturally gritty, textured look to play with. Essential to communication of a new kind of product, was the creation of an AVO OIL button on front of package to highlight this feature in a fast and informative way. I was hands on in designing this new packaging lineup, art directing photo shoots and overseeing the production team through multiple skus.