To launch Kettle’s new lower-calorie snack range, Kettle Bites, the brief was simple: make the product feel as fresh and flavourful as it tastes. Targeted at consumers focused on healthier eating, the campaign needed to cut through in print, outdoor, digital, and even on London bus wraps, with clarity and energy.
Role
Lead Designer
Campaign Design
Art Direction
About the project
Working with 101 London, the creative direction centred around the idea of ingredients exploding from the pack, a vibrant, visual shorthand for freshness, naturalness, and bold flavour. I was brought in to refine the final artwork, applying finishing touches across the campaign: retouching photography to remove blemishes, adjusting lighting consistency, and ensuring colour balances felt bright, appetising, and true to the product’s promise.
Alongside the photography, I developed a clean typographic system and flavour-driven colour palette, keeping the layouts simple, direct and energetic, allowing the product story to stay front and centre across every format.
The result was a campaign that felt alive, appetising, and unmistakably fresh, an identity that unpacked Kettle Bites’ natural appeal at a glance.
