Refreshing a family brand for the next generation

The story of Downey’s humbly begins in Michigan in 1984. Starting with a great, handmade product and a story to tell. Their kettle cooked chips are the stuff of legends and regionally known but they wanted to take their brand to the next level which meant a visual overhaul.

Downey’s approached us with a desire for a fresh look and a package that would tell their original story to a broader audience, while standing out from the “power players” in the snack aisle. Our approach was to unite their hometown feel with classic illustration and bold differentiating colors. For typography, we focused on simplicity, combining a bold “hand-stamped” font with a simplified and clear information architecture. The new look helps this classic family brand stand out among a sea of mass-market competitors.