SnowValley · Range overview

SnowValley’s packaging needs to make the range recognisable while giving each product a distinct identity. We organised names, texture messages and front-of-pack information around the character of skin-on potatoes, helping shoppers understand the different cuts and remember each product. This overview presents the three-product skin-on range and links to the separate Wheat Crisps and Colorful Potato Crisps packaging projects

This SnowValley packaging project focuses on potato products, organising a shared identity for the skin-on range while distinguishing different cuts. Air Fries, Rustic Potato Sticks and Potato Wedges represent fine fries, coarse fries and thick-cut wedges. The overview connects these three products and leads to the separate Mai Xiang Cui and Colorful Potato Crisps designs.

Brand highlights

No. 1 Chinese Brand in Frozen Potato Products
By 2024 sales revenue in China · CIC market position certification
Best Quality Supply Chain
2024
Asia’s Top 500 Brands
2025
China’s Top 500 Brands
2025
China New Food Ingredients Category Champion
2025 · Frozen potato products

Region: Zhangjiakou, Hebei
Industry: Potato product packaging
Scope: Packaging strategy · Visual design · Series applications
Project year: —

Series Identity

The skin-on range needs a shared identity before shoppers can understand the differences between its three products. Consistent brand placement, a series name and a common flavour message connect the packs. Skin-on character and golden product imagery bring recognition and appetite together on the front

Product Distinction

Air Fries, Rustic Potato Sticks and Potato Wedges correspond to extra-thin fries, thick-cut fries and wedges. Memorable product names work alongside descriptive cut names. Distinct texture messages—light and airy, thick-cut and roasted, or substantial and suited to dipping—help shoppers choose within the range

Information Hierarchy

The front is organised around brand, range, product name and texture cues. “Keep the original potato skin, enjoy the natural potato flavour” carries the shared message, while each pack adds its own eating cues. Imagery shows the cut first; words explain the difference without competing for attention

Visual Application

Deep green contrasts with golden potato imagery, while a woodgrain direction evokes a natural ingredient feel. The packs share an identity structure but retain distinct names and product images across range displays and shopping scenes. Wheat Crisps and Colorful Potato Crisps have separate cases explaining their own approaches