Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Logo Savvy

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SNACK S TRATEG Y

Bluebird Foods, the market leader of snack foods in New

Zealand, engaged Brave New World (BNW) to name and

package a potato chip brand that would appeal to adventurous

yet discerning snackers—a segment of the snack market that

wasn’t addressed by any other potato chip brand. The name

and, in turn, the packaging had to convey New Zealand’s

de nition of the ultimate snack experience: the deli. Gourmet,

unique, tempting, traditional, quality, and delicious became

the key words as they concentrated on deli-sounding names.

The name they initially researched was Deliso, an evocative

sound that they especially liked because it contained the word

deli. Then an interesting thing happened; people in various

focus groups automatically added an extra I to the third

syllable, turning “Deliso” into “Delisio”—a  uid word that

sounds Italian and even more like “delicious.”

So Delisio it was. To communicate the deli environment with a

slightly European feel, BNW designed a logo that’s expressive,

lively, and energetic. The designers knew a fresh, hand-rendered

typeface would best represent Delisio’s personality, resembling

the chalkboard menus of a real deli. Various versions were

sketched to get the look and feel exactly right, then an

illustrator was appointed to craft each letter of the name.

A color system—blue for sea salt, green for Greek tzatziki,

rich red for sundried tomato and Parma ham, purple for feta

cheese and roasted garlic—was introduced to differentiate

the various chip  avors. The colors give Delisio chips a strong

presence on the supermarket shelf and, at the same time,

add sophistication to the brand that contrasts with the garish

colors of most chip packaging.

The name Delisio, the thoughtful typography, the appetizing

color palette, the beautiful food photography, the engaging

story on the back of each package, and the use of matte foil

packaging work together to put Delisio in an entirely different

category than the shiny foil potato chip brands they compete

with. This is the brand for people who enjoy new experiences

and new tastes that transport them to a different location

every time they open a bag, but it is the sales  gures that have

proved Delisio to be the chip that discerning consumers are

proud to take home to their cupboards.

Brave New World’s designers knew a fresh, hand-rendered typeface would best represent the personality of Delisio’s potato chips.

They sketched various versions to get the look and feel exactly right, then appointed an illustrator to craft each letter of the name.

Delisio

DE SIG N

BRAVE N

CR EATI

V

DEBBIE H

DE SIG NE

ALI IRON

CL IEN T

BLUEBIR

Bl

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Job: 10-91288 Title: RP: logo Sauuy

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Job: 10-91288 Title: RP: logo Sauuy

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DE SIG N FIR M

BR AV E N EW WO R LD

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CL IEN T

BL UEB IR D F OOD S

Bluebird Foods, the market leader of snack foods in New Zealand,

engaged Brave New World (BNW) to name and package a potato chip brand

that would appeal to adventurous yet discerning snackers—a segment of the

snack market that wasn’t addressed by any other potato chip brand.

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