ORION is a globally recognised Korean snack brand celebrated for its constant innovation and distinctive product experiences. Among its portfolio, Turtle Chips stands out as a true icon, defined by its unique four-layered structure that delivers an unmistakable crunch and a rich, layered mouthfeel—one that is instantly memorable from the very first bite.

Our objective was to introduce this internationally loved brand to the Indian market while remaining deeply respectful of its global identity. The challenge lay in positioning Turtle Chips as a premium offering for Indian consumers, without diluting what makes it globally distinctive. To achieve this, we carefully curated five flavours tailored to Indian taste preferences—striking a thoughtful balance between familiar flavours and moments of discovery, ensuring both comfort and excitement.

The design approach placed the product firmly at the centre of the pack. The four-layered crunch was elevated as the hero, communicated through bold, confident visuals that offer instant clarity and shelf impact. Ingredient storytelling was intentionally kept simple and strong, using clean, flat-lay imagery to reinforce flavour cues without visual clutter. Each variant was assigned a distinct and vibrant colour palette for easy navigation, while remaining anchored within a cohesive and recognisable brand system.

The ORION mascot—an important and globally consistent brand asset—was thoughtfully adapted across variants to express individual flavour personalities, while strictly adhering to established global brand guidelines. This ensured familiarity for existing fans and credibility for new consumers.

The design system was then seamlessly extended across both Modern Trade and General Trade formats, creating a consistent and premium brand presence across all retail touchpoints. The result was a confident and well-balanced launch—one that honoured ORION’s international design language while establishing a strong, credible footprint within the Indian snacking landscape.