We developed a bold, appetite-appeal–driven packaging design for Jack ’n Jill Calbee, elevating shelf impact across key flavours including Classic Salted, Flamin’ Chilli, and Smoky BBQ. The refreshed packs balance Calbee’s Japanese heritage with strong local relevance—using rich colour coding, premium textures, and mouth-watering food photography to clearly differentiate flavours while strengthening brand consistency. The result is a confident, modern packaging system that stands out at retail and reinforces Calbee as a go-to potato chips brand for everyday snacking.
