Kettle Brand at Expo West 2017

On March 21, 2017 by Kasey Jones, Ink.

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Last week marked my fourth year with Kettle Brand at The Natural Products Expo West. The all-natural chip company was back with their two story treehouse-like buildout, creating a presence that makes them shine among the 3,000 brands that participate in the annual convention. This year Kettle wanted the art on their 10 ft x 5 ft exterior chalkboard mural to focus on the brand’s newly launched Transparency Project. The¬†Transparency¬†Project allows consumers to learn about the farm and the farmers who harvested the potatoes used to make the chips in each specific Kettle chip bag by using a tracking number printed on the bag. It’s a pretty awesome concept, and Kettle even created a virtual reality experience on-site so Expo guests could physically see and look around potatoes fields.

KJI brought Kettle’s Transparency Project to life on the chalk wall by creating a farmer in a potato field wearing virtual reality glasses. Via the use of bold letters, shadowing and a handy speech bubble, the farmer informed attendees about the virtually reality experience and how the Transparency Project worked. We also drew an oversized Tropical Salsa bag (one of Kettle’s new flavors) and called out where the transparency code is located on each bag. The end result was a super fun and eye catching piece of signage that was totally different than what we’ve done in previous years at the convention.

Inside the booth itself, illustrative sampling rack signs were created using Kettle’s tagline “great taste…naturally” and flavor icons, and a 7 ft x 5 ft chalk mural inspired by Kettle’s new chip flavors (Chile Verde, Smoky Cheddar, Moscow Mule, Tropical Salsa and Korean Barbeque) was created on-site by KJI artists throughout the three days of the convention. Additional signage, such as happy hour, privacy, and directional signs made by KJI was also displayed throughout the booth.

Here are a few highlight photos from the Kettle Brand booth at Expo West 2017:
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