The King’s Deli


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Smylies is a family run business who specialise in the consolidation and export of British food and drink. They wanted to produce their own brand of crisps following requests from their clients for a superior, quality tasting crisp with a long enough shelf life for the export market due to long-distance shipping.

The brief was to create an original brand of crisps with a distinctly British feel to appeal to the export market.

The first part of the project was name-generation for the brand. With an initial brief of ‘Quintessentially British’, we had an excellent starting point which threw up plenty of ideas. After consolidating our initial thoughts, we focused on three primary themes: An old market, farmhouse or country style kitchen theme e.g. ‘The Market Kitchen Crisp Co’; A traditional British sounding name as a face for the brand e.g. ‘Tommy George’s Crisp Co’; or something regal, royal and classy e.g. ‘The King’s Crisps Co’.

After much consideration Smylies decided to go down the ‘Regal and Royal’ route and following further development and discussions there was a unanimous decision – ‘The King’s Deli’. The target export markets would find the name easy to pronounce, it had a distinct ‘Britishness’ to it and was also future-proofed in the eventuality Smylies wanted to expand the range.

The Final Packaging

A simple white background featuring top-down images contrasting with vibrant, flavour-specific colours was agreed upon for the final packaging. We also took the time to photograph each flavour of crisp to give the customer an accurate depiction on the pack. What you see is what you get.

Website & Promo

As well as the initial branding and packaging we have since worked on various promotional materials including brochures, trade stands, pull-ups and social media graphics, further expanding ‘The King’s Deli’ brand. Most recently we finished designing and building The King’s Deli website –

See the project on Behance.

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