Pipers: Living Life Boldly

Pipers, a crisp brand, increased sales and distribution in the UK by redesigning its packaging to make its Piper the heart of the identity, alongside a range of bright colours.

Executive Summary

Driving growth in a challenging and declining category

Pipers are a premium crisp brand, established in 2004 when three farmers joined forces to produce great tasting, quality crisps using local potatoes. But in 2016 growth from their main distribution channel (independents) was slowing, so they decided they wanted to target larger convenience retailers and innovate beyond just crisps - they wanted to launch a new better-for-you snack called Crispeas.

Both targets came with challenges. Firstly a Kettle Chips rebrand in 2016 encroached on the Pipers visual style and strategic positioning, which made the convenience space highly competitive (both...

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