Case Study

Frimax Chips Packaging Rebrand

How I rebranded a South African Classic with Bold New Energy

Frimax Chips is one of South Africa’s most nostalgic snack brands, second only to Simba chips. It’s a brand I grew up loving, so you can imagine my excitement when I got the chance to rebrand the very packaging I knew so well as a kid

Problem

Their packaging had become outdated and overly cluttered, with too many visual elements competing for attention. As a result, the logo and flavour were getting lost on the shelf, especially against competitors with cleaner, more eye-catching designs.

Solution

The goal was to simplify and modernize the design while preserving the nostalgic essence that loyal customers loved. We introduced a bolder logo, streamlined the layout, and used colour strategically to make each flavour instantly recognizable. The result was a refreshed identity that felt both classic and energetic.

Concept

The redesign focused on simplicity and visual balance, preserving familiar cues from the old packaging while introducing a bolder, more impactful logo. Clear white flavour text made each variant instantly easier to spot and remember.

Bolder font for flavour on a gradient background for greater visual impact.

Bolder font for flavour on a gradient background for greater visual impact.

Bolder font for flavour on a gradient background for greater visual impact.

Bolder, more impactful logo

Bolder, more impactful logo

Bolder, more impactful logo

Kept a simplified version of the original pattern for familiarity with current consumers

Kept a simplified version of the original pattern for familiarity with current consumers

Kept a simplified version of the original pattern for familiarity with current consumers

Elements

quality

snacks

Since 1982

Frimax Chips Packaging Rebrand

Frimax Chips is one of South Africa’s most nostalgic snack brands, second only to Simba chips. It’s a brand I grew up loving, so you can imagine my excitement when I got the chance to rebrand the very packaging I knew so well as a kid

How I rebranded a South African Classic with Bold New Energy

Case Study

Case Study

Problem

Their packaging had become outdated and overly cluttered, with too many visual elements competing for attention. As a result, the logo and flavour were getting lost on the shelf, especially against competitors with cleaner, more eye-catching designs.

Solution

The goal was to simplify and modernize the design while preserving the nostalgic essence that loyal customers loved. We introduced a bolder logo, streamlined the layout, and used colour strategically to make each flavour instantly recognizable. The result was a refreshed identity that felt both classic and energetic.

Elements

quality

snacks

Since 1982

Frimax Chips Packaging Rebrand

Frimax Chips is one of South Africa’s most nostalgic snack brands, second only to Simba chips. It’s a brand I grew up loving, so you can imagine my excitement when I got the chance to rebrand the very packaging I knew so well as a kid

How I rebranded a South African Classic with Bold New Energy

Case Study

Case Study

Problem

Their packaging had become outdated and overly cluttered, with too many visual elements competing for attention. As a result, the logo and flavour were getting lost on the shelf, especially against competitors with cleaner, more eye-catching designs.

Solution

The goal was to simplify and modernize the design while preserving the nostalgic essence that loyal customers loved. We introduced a bolder logo, streamlined the layout, and used colour strategically to make each flavour instantly recognizable. The result was a refreshed identity that felt both classic and energetic.

Elements

quality

snacks

Since 1982

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