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01 Seabrook Hero


Making waves in range architecture

One of Britains most iconic crisp brands needed a new improved look to resonate with consumers on a deeper level. By leveraging consumer research to optimise our packaging and elevate the iconic Seabrook brand to new heights. 

With a distinctive Masterbrand approach, every detail of our packaging has been carefully considered to reflect the essence of who we are and what we stand for.

01 Challenge

The multibillion-pound UK crisp and snacking market is dominated by large players. And Seabrook are one of them.

From a fledging brand born in a terraced house in Bradford in the 1950s they’ve seen strong growth in recent years —especially in the value segment under parent group Calbee.

They identified an opportunity to further increase their market share: helping shoppers better navigate their broad range of snacking products. So they came to us with a brief to help clarify their range architecture and on-pack messaging hierarchy.

02 Insight

We got started with research to understand which Seabrook assets meant the most to consumers. We found that the logo, distinctive colours, and waves of their core range were the most easily recognised.

So the job to be done was simple. To take the assets from their core range into lesser-known products to bring them to consumer’s attention.

Fun fact: not only were Seabrook crisps the first crinkle cut in the UK, but they were also invented by an ex-Navy man in a fish and chip shop… adding extra meaning to their distinctive ‘wave’ on-pack designs!

03 Idea

Staying true to their ‘brilliant by the bagful’ brand positioning, we created a design to evolve and modernise their packs. Adding range personality through bespoke lettering created by typographer Dan Forster.

The new designs should make the different varieties far easier for shoppers to enjoy by putting the Seabrook brand at the fore. It moves away from variant-led colourways to one cohesive, simplified visual structure. A real eyecatcher on shelf!

We’re chuffed with our Masterbrand approach — go check it out for yourself. We’d recommend the Salt & Vinegar Crunchies if you haven’t tried them yet…