All Good has engaged with Pearlfisher to create the brand strategy, name, tone of voice, brand identity and packaging for its new tortilla chip brand, Manomasa.
Pearlfisher was tasked with moving away from Mexican clichés and the brash, artificial world of party snacks and has created a bold, characterful celebration of the ‘real’ Tortilla chip. The product range pays homage to the original Mexican Tortilla chip – the Totopo – whilst branching out into new tastes, sensations and textures inspired by street food culture.
Charlotte Simpson, marketing manager for All Good, said the design for Manomasa “perfectly captures the spirit and creative personality of our brand”.
Simpson added: “Our absolute passion for tortilla chips has been seamlessly bought to life whilst celebrating the exciting, raw and vibrant world of street food an innovative first for the category.”
The brand launches in Whole Foods Markets and Ocado stores nationwide from this month.
Pearlfisher creative director, Sarah Butler, commented: “The Manomasa brand identity is simple yet celebratory;a proud statement of what these chips bring to the table…The rich yet contemporary pack allows us to showcase the depth of creation that has gone into each variant. A montaged illustration style celebrates the unique layers of taste and abold, graphic language of expertise de-constructs each detail.
“The brand speaks with the vision, expertise and real passion of its creators, re-introducing us to this heroic but often overlooked, tasty staple.”