Strategy, Visual Identity, Packaging, Marketing

Popchips packaging display with chips and hands


When Popchips hit the market in 2007, it was a paradigm-popping proposition as a better-for-you potato chip: everything you crave about chips without the guilt. But years later, the BFY snacking category is now overflowing with renovators and innovators, and Popchips lost its swagger as the category creator. After redefining the brand strategy, Popchips came to Hatch to bring that strategy to life while refreshing the architecture, visual identity, and packaging design.


We knew we had to revitalize the spirit back into the brand while ensuring we set it up for success across all physical and digital touchpoints. So how did we do this? Let’s set the stage.

In a time when we could all use a little more joy, snackers are turning to junk food for a naughty hit of dopamine. But can we blame them? The BFY salty snacks out there are either too diet-y, virtuous, or fantastically fancy for this era. We missed the uninhibited, unabashed JOY of snacking. So we ran towards being unapologetically delicious to give our ‘poptimists’ the freedom to pop.

 While designs maintain strong equities of the past, we leveraged bright, energetic colors to stand out from the crowd. Vibrant lines and strong ingredient cues are borrowed from mainstream snacking norms to highlight the taste.


Each product brings its own personality while still feeling connected to the whole. Dynamic photography angles celebrate
the uniqueness of these audaciously enjoyable popped snacks.




The refreshed packaging hit shelves in Spring 2022 to much fanfare, earning features in NOSH, Eat This, Not That, Food Navigator,
Ad Age, The Dieline, MASHED, Baking Business, and more major outlets. Within eight months, the brand was acquired by
From The Ground Up.


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