The challenge

Indian Cowboy Snacks is a unique Indian product within the highly competitive snacks and crisps category and wanted to launch and position itself as a mainstream product within the UK market.

Indian Cowboys asked Evolve to create a brand identity and packaging design for the innovative new snack for bars, gastropubs and supermarkets in the UK

The task was to create a brand and packaging that gave a western appeal to an Indian snack

The solution

Research was carried out to measure the effectiveness of snack packaging in pubs and bars, and gain an understanding of product positioning within such a competitive market

The playful personality and tone of voice creates appetite appeal, whilst the distinctive silhouette design and bold typography provides a great shelf-presence in pubs and bars around the UK

Our recommendations of marketing campaigns, Point of Sale and event taster evenings are all being considered and we look forward to seeing these through to raise the profile of the Indian Cowboy Snacks brand

The results

The visual identity is nothing like any of its competitors and stands out from other snacks

The design evokes the product's substantial nature with the cowboy-fuelled fun, quirky spirit, macho tone of voice and strong visual nature

Each product variant has a naming descriptor that is derivative of the feeling you get from the individual product

Orders have been placed before the brand launched