Cheers

Cheers is a potato chips brand by EAST-WEST INVEST, an Uzbek-UK snack manufacturer and the official Pepsi representative in Uzbekistan. Cheers potato chips use natural ingredients and, thanks to their special production technology, contain 50% less fat compared to ordinary chips. As of the moment, the brand is only being sold in Uzbekistan, but there are expansion plans. Depot designed new packaging for seven potato chips flavors: updated, fresh, but still with some continuity.

We changed the logo—the central element on any bag of chips, making its typography softer and rounder. The logo frame colors are now in line with the color coding for flavors: blue for sour cream & herbs, green for scallions, brown for steak, etc. Packaging colors, in turn, became more saturated and appetizing.

We retained the “With 50% less fat” claim in the top left corner, but made it more minimalist, like the logo itself. The product meets all the halal requirements, so we decided to put the “halal” claim on the left of the bag, with the slogan, “More Chips—More Pleasure” on top.

Food zones were also updated. Previously, they looked as flavor names painted with food textures, while the foods themselves were obstructed by images of chips. The Depot team decided to move in another direction. The updated design features the food zone centrally under the logo, while flavor names are printed on the side using minimalist, monochrome lettering.

Project team:

Elena Nadeina, Art Director,
Ekaterina Sushanskaya, Art Director,
Andrey Gladkov, Art Director,
Aleksandra Ivanova, Project Manager,
Farkhad Kuchkarov, Strategy Director,

Aleksey Andreev, Managing Partner,
Anna Lukanina, Managing Partner,
Anna Kalinicheva, Sales Director,
Anastasia Tretyakova, Executive Creative Director,
Darya Vedernikova, Communications Director,
Aleksandra Rumanova, PR Expert.