Client: Smylies, based in the North West, provide a first-class export service connecting countries worldwide with UK and international food and drink produce. They are trusted by some of the world’s leading retailers to deliver the UK’s biggest and best brands.

Brief: Develop packaging for a new range of The King’s Deli World Flavours crisps.

In 2017 Double D Creative developed the branding and packaging for The King’s Deli – a range of private label crisps. This came about following requests from their clients for a superior, quality tasting crisp with a long enough shelf life for long-distance shipping. The brief was to create an original brand of crisps with a distinctly British feel to appeal to the export market.

The client wanted to extend their offering to a World Flavours range – inspired by tastes from all corners of the globe.

Key Deliverables: Designs were required for the launch of four initial flavours – American Inspired Sticky Rib, Caribbean Inspired Jamaican Jerk, Japan Inspired Katsu Curry, Thai Inspired Sriracha Chilli – as well as across two pack formats (40g and 150g).

Market: At the time The King’s Deli original range were already exported to a number of supermarkets and distributors globally – most notably UAE, Malta, Bahrain, Spain, China and Malaysia. The client wanted to build on this success and continue to break into new territories. Building awareness in the UK market too was a key area of focus that offered a huge untapped opportunity. Exciting tastes from all corners of the globe made the World Flavours range a perfect product to gain penetration in this market.

The Design: Being a relatively young brand (particularly in some markets), a strategic decision was made quite early in the process for the packaging to retain the basic brand architecture of The King’s Deli original range to deliver clear brand recognition – top-down style against a clean, white background, use of product imagery and inclusion of the British stamp. The World Flavour designs are brought to life through the use of country specific typefaces and illustrated maps, together with vibrant, flavour-specific colourways to create a distinctive world flavours feel.

The Result: Packaging fit for a king! The final designs are bold and striking to reflect the brands most adventurous flavours to date. The King’s Deli continues to build on its success with year-on-year growth both in existing markets and new territories – flying the flag for British brands. The Thai inspired Sriracha Chilli and the authentically full-flavoured Caribbean Jerk also gained recognition in 2020 when they were both awarded a Great Taste Award.