[Visual Identity]
[Packaging Design]
[Structural Design]
A packaging redesign for UTZ that turns everyday snacking frustrations into a cleaner, more convenient, and playful experience.
Timeline: 05/2023-08/2023
Role: Independent Project
Recognition:
IDA Design Awards Silver 2025
Graphis New Talent Gold 2025
Communication Arts 2025
ArtCenter Gallery 2022
About:
UTZ is an American snack brand known for its potato chips and long-standing presence in everyday snacking culture.
Pain Point Validation:
Through interviews with five consumers across different ages, genders, and occupations, three recurring pain points emerged around the everyday chip-eating experience.
Messy Hand:
Chips often leave grease and seasoning on fingers and surfaces, making snacking messy and awkward.
Fragile Packaging:
Traditional chip bags can burst or crush easily, causing spills, broken chips, and unnecessary waste.
Difficult to Reseal:
Once opened, chip bags are difficult to reseal, exposing chips to air and quickly reducing freshness.
Early Exploration:
Early studies tested bold typography, modular layouts, and high-contrast color to give each flavor a distinct personality.
Prototype:
The final structure turns opening, dispensing, and sharing into a more controlled snacking experience.
