At Kettle®, tradition isn’t just remembered—it’s revered. Every chip is a quiet rebellion against the rush of the everyday. Slow-cooked in small batches with carefully selected ingredients, Kettle® Chips are made with patience, purpose, and an unwavering commitment to flavour. This spirit—rich in character and honest in craft—became the foundation for a bold new chapter.
Kettle® had long held consumer trust for taste and quality but risked falling behind in a market that increasingly valued design, storytelling, and modern relevance. Edison was briefed with recalibrating the brand—elevating its premium status while honouring its crafted roots and outpacing its closest competitor by doubling down on what makes Kettle® so damned good!
The strategy centred on a single, powerful truth: Crafted for Flavour. Drawing inspiration from artisanal categories like wine, Australian gastro pubs and fancy cheese, Edison’s design strategy repositioned Kettle® as more than a snack—something closer to a shared ritual, savoured in quiet moments or gatherings with friends.
Visually, the brand was stripped back to its most essential and evocative elements. Maintaining the bold distinctive stripe but with refined details as an expression of craftsmanship. The brandmark was optimised for stronger presence on shelf, while a simplified architecture created clarity across core and sub-ranges. The outcome is simple and beautiful – cohesion across the ranges that feels both elevated and grounded without too much fuss.
A refreshed tone of voice gave new life to the brand’s tone—warm, slow, deliberate. Lines like “This isn’t fast food; it’s timeless food” and “Patience is our primary ingredient” reframed the Kettle® experience as one of intentional indulgence. Every chip became a story—of flavour over fuss, of unpretentious sophistication, of the beauty in slowing down.
