Designed in partnership with Pepsico and Vault49, the Walkers redesign sees the packets of its core range of flavours get a patriotic new look that packs a modern, premium feel. The packaging design for the crisps sees the distinctive red and yellow Walkers logo drop from the top of its bags to sit squarely in the middle.

The illustrations are laid out in the shape of a Union Jack flag, and feature icons and landmarks such as London’s Big Ben and red telephone boxes, and Liverpool’s Liver Building. Further illustrations, such as tractors in a field, aim to emphasise how the potatoes used to make the crisps are grown in the UK. These illustrations have also been turned into an animation by Vault49 for advertising and online use.

The new packaging is currently rolling out on supermarket shelves. The Walkers logo has not changed.

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