Australian grocery distributor Dallas international approached Stephen to produce a range of stacked potato chips under the Potato Face brand. The brief was to design a fun, quirky and eye-catching pack to attract the Australian consumer. Franklin focused on the Potato Face brand character, envisioning it playing in different situations, giving a unique identity to each product variant. The result was a set of playful characters paired with bright, colourful environments that gave the range a life of its own, and visibly separated it from the competition when on shelf.

Design Coordination: Anita Martini 
Creative Direction: Stephen Franklin
Graphic Design: Stephen Franklin
Retouching: Stephen Franklin
Potato Face Original, Sour Cream and Barbecue brand packaging.
The initial range consisted of three variants, Original, Sour Cream and Barbecue. Stephen would later produce the Salt and Vinegar range extension.
Preliminary sketches of Potato Face stacked chip characters.
Working with the existing potato face brand identity, Stephen sketched initial ideas for the character of each variant.
Completed Potato Face stacked chip characters with thumbs up winking, hands in air, and chef’s hat and tongs.
With direction from the client, Stephen added hair to the first two characters, giving each with their own unique personality.
Front of pack backgrounds. Original – blue starburst. Sour Cream – green swoosh. Barbeque – red flames.
Rich, colourful backgrounds were developed for each pack to support the new Potato Face characters and provide good separation of the variants on shelf.
The Original character in place on the blue variant background.
Each character was then combined with the backgrounds and placed above the product shot to form the final front of pack composition.
The full range of Potato Face Stacked Chips.
The final packs each had a unique, quirky character, with strong eye-catching flavour cues.

View more projects

Terry White Chemists Rapid Shake Range
Design and rollout of the Terry White Chemists Rapid Shake Range for the Ishimodo Brand and Design Agency. Included the design development and finished artwork for five SKUs (Stock-Keeping Units) based on supplied design handover.
LaserMAX Brand Packaging
Creative direction and design development of the LaserMAX range of laser light retail products. Also included the development of the LaserMAX brand identity.
Strive Protein Bar Packaging & POS
Design development and production of the Ferguson Nutrition range of Strive Protein Bars for the Ishimodo Brand and Design Agency. Included the design of the product shippers and development of in-store Point-of-Sale material.
Vivant Spirit Product Range & Packaging
Creative direction and design development of the Vivant Spirit range of products and packaging, including candles, wall canvases and other homeware items.
Self Initiated Project - Smiley Old Skool Raver
Self initiated design project ‘Smiley’ emoticon.
Songlines CD Cover Packaging, Illustration & Booklet
Creative direction of the Songlines - Songs of the East Australian Humpback Whales CD cover packaging. Included the cover illustration plus the design and layout of an internal information booklet.
Kellogg's Froot Loops Back of Pack Illustration
A promotional back-of-pack illustration created for Kellogg's Froot Loops cereal packaging. Included the digital creation and preparation of the finished image for use in the packaging artwork.
.A.K. Identity Design
Self-initiated identity design project for London based EDM Producer/Artist .A.K.
Great Mates Tomato Sauce Packaging Label Design
Packaging label design, illustration, and artwork of the Great mates! branded tomato sauce products for Dallas International.
Whirlpool Stella Washer & Dryer Retouching
Retouching of the European Stella range of washers and dryers from Whirlpool for the Ishimodo brand design agency. Included product localisation from French to English, clean-up of image backgrounds, and minor colour changes.
Back to Top