Kettle Sea Salt Potato Chips
Company: Speculative Kettle Potato Chips
How does Kettle Sea Salt Chips—with only three ingredients: oil, salt, and potatoes—say its the tastiest, most exciting snack at checkout?
I mined the words "sea salt" for their connotational meaning and cultural history. Sea salt doesn't make the potatoes salty. It makes them sea-themed. That’s when things got weird.
Instagram Digital Ads
I created moving scenes for Instagram that bring the sea-life style to consumers' hands.
With typographical hierarchy, the old packaging put greater emphasis on the brand name and product category instead of its flavor. For fast, impulse purchases, I did the exact opposite.
I grew up on the water with sailors. So, to continue the absurdism of the print and digital ads, I changed iconic sailor tales into commercials with twist endings.
Under the Sea :60
Swarm of Spuds :30
Art direction and writing by Clayton Notestine
with some photoshop lessons from Eddy Allen.