Client: Frito Lay
Studio: Wolff Olins
Art Direction: Todd Simmons, Bill Darling
Photographer: Plamen Petkov
Food Stylist: Victoria Granoff
Chosen direction for the new healthy nut brand from Frito Lay. It's the second product Frito Lay has launched in over 30 years. Art directed photoshoot for the nuts. Launched in February '08, they now can be found at Target, CVS, Walmart and Sam's Club. What's your TrueNorth?
In 2009, TrueNorth was awarded the winning title at the American Package Design Awards by GDUSA.
On this page I am also showing a proposed concept direction I had done for the initial presentation. I drew the type and the illustrations were inspired by the illustrator Para. I tried to portray the feeling of genuine, American roadside signage (apples 5 miles ahead kinda thing).