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Creative Jury verdict on Manomasa

Creative debate around the bold rebranding of the artisan snack

READ TIME:
3 mins

TEAM:
Creative

PUBLISHED:
January 2025

The hot topic sparking debate in our creative studio this month is the bold new packaging design of Manomasa. Known for their sophisticated, artisanal tortilla chips, the brand has taken a daring leap into bold, playful territory. The once classy and natural design now pops with vibrant colours and funky illustrations, aiming to capture a younger, more adventurous audience.

But does it elevate the brand or alienate its loyal followers?

We gathered our Sun Creative Jury, an electic mix of Gen Zs, Gen Xs, and everyone in between, to deliberate on whether Manomasa’s new design is a flavour-packed hit or a branding mishap. Here’s what they had to say…

Middleweight Designer – Sophie Gregan

This direction is more fun and personality-led, making it seem like they are targeting a younger demographic, possibly with a different focus. Their previous design whispered quality, whilst this design shouts flavour; with its quirkier, bold illustrations and more dominant use of flavour navigation this design stands out.

However, though I am all for a modern refresh, I wonder if they are jumping on the Y2K bandwagon a little late? These simplified, graphic art styles and outlined text were trending back at the very beginning of 2023 and we all know how quickly trends change.

Nevertheless, it’s exciting to see more brands shake things up.

Design Director – Caroline Kaye

I actually prefer the original design. Maybe it’s because I genuinely love this product, it’s my favourite crisp snack in the entire crisp snacking category from a taste and ‘crunch’ perspective. The previous packaging highlighted the artisanal quality of the crisps themselves, which feels authentic and true to the product.

While the new design does seem targeted at a younger market, I feel it cheapens the brand. Maybe Manomasa were having an identity crisis??!

If I wasn’t already familiar with this product, I probably wouldn’t even consider picking it up to try.

Junior Designer – Emily Pritchett

I’m all for a makeover, but this, this is too far. The before and after is such a jump surely it’ll be a struggle for the consumer, old and new, to find this on the shelf.

We’ve gone from gentrified snacking, to groovy chick. The illustration cheapens the product, and complicates the tone of voice, which had been well established on the original design. It’s doing too much, and it feels off balance.

The new design does emphasise flavour, feels playful, new and different, but the confidence has gone.

Senior Designer – Laura Taylor

I like it, I think its definitely moved to a different consumer type.

I think the illustrations and colour palette pop and it’s bang on trend.

It’s possibly lost the premium deli feel it had with the previous design (which i also liked), but arguably I think this will reach more people, enticing the adventurous type looking for something yum – it’s definitely a playful take!

Design Director – Claire Hoe

This rebrand really caught my eye on shelf, thinking it was something new that I needed to try, I picked it up and bought it. Job done right?! Or maybe not. I made absolutely no connection to the brand that was sat right next to it, the previous design. Now, I am all for a new brand identity but this does feel like quite the departure from the original look.

Arguably, the new brand look captures ‘Tortillas with Spirit’ beautifully. Visualising a joyful and vibrant culture and feeling fresh and flavourful, more so than the old design. But the sophisticated, foodie appeal and natural flavour cues certainly aren’t as apparent.

The verdict

Our Creative Jury was divided on Manomasa’s new look. While some applauded the bold, youthful direction and its appeal to a new audience, others felt it strayed too far from its artisanal roots, potentially alienating loyal customers. The new design is undeniably eye-catching and flavour-focused, but only time will tell if this playful rebrand delivers results.

If you’re contemplating a bold move for your brand but aren’t sure how far to go, we can help. Our creative team is here to strike the perfect balance between standing out and staying true to your roots.

Product images sourced from manomasa.co.uk and manomasa instagram

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