After experiencing a disappointing 2006 launch of the original Laurel Hill Tortilla Chip line, our client completely reformulated the products and developed four new taste profiles combining distinctive flavors while also creating a new tortilla chip shape for the line. The client's overall goal was to use the finest and most distinctive ingredients possible while communicating a cleaner taste profile for the snacks. On Design was then commissioned to reevaluate the overall branding and develop a more cohesive design approach for the packaging system. A line of matte finished packages coupled with our wholesome good food look design and a no nonsense approach to the product typography aligned this new look and feel with our client's expectations. The packages are color coordinated to help connect consumers to the flavor profile of each selection while the overall design provides retail shelf impact and a more distinctive brand presence for the Laurel Hill Line.