Keogh’s Crisps were launching a premium popcorn range in a competitive category with strong incumbents. The challenge was to prove credibility beyond “crisp experts” while protecting masterbrand equity (Irish provenance, quality ingredients, family farm heritage), appealing to a younger, predominantly female audience aged between 25 – 45.
Keogh’s
The opportunity was to translate existing brand strengths into the new product offering with enough visual distinction from the core crisp range. To add Irish sourcing, hand-crafted production and family values to a premium popcorn story. To create an emotive, ownable platform to drive trial and repeat purchase based on “big flavour” that Keoghs are famous for.
We evolved the Keogh’s identity for popcorn while retaining recognisable brand assets. Shifted from masterbrand cream to a clean white background ( an aha moment!) for category clarity with bold, playful illustration to create immersive flavour worlds and drive shelf standout for each SKU. We created the strapline “Popped with love in Ireland” to reinforce craft and provenance.
“They get our brand and our personality, and their supportive and down to earth attitude makes working together easy and enjoyable too.”
Tom Keogh
Managing Director, Keoghs Crisps
