Client Bio

Tastees is a much-loved cheesy baked snack made from rice that has become a household name in Malta. Having been available to the market for over 50 years, the snack still finds its way in pantries and kitchen drawers with customers buying it as a healthier alternative to fried savoury treats.

Recently, the brand expanded its reach internationally by exporting the full range of Tastees for people to enjoy overseas. The client tasked us with a full rebrand of their product and to pivot it towards a cleaner, more sophisticated visual identity to attract this new wave of customers.

The Creative Process

As the snack competition keeps growing, we needed to ensure that the refreshed packaging stood out from the crowd. The client wanted a shift in its target market – from kids to women. So, we started off with a thorough market research to reposition Tastees as relatable to the consumer whilst also grabbing the attention of retailers.

Fun, bold, and dynamic

The client was after a fresh approach. Wanting to move away from the original brand image, we went for a punchy yet clean and ‘mature’ pack design. We took on a photographic style approach and dropped the cartoonish mascot to appeal to the new audience.

Black vs. Red

Having had all the flavours in the same colour before made it extremely difficult to differentiate between vegan and non-vegan options, and between the different tastes.

The new colour palette is vibrant and bold – making the vegan options distinct and the various flavours easily recognisable. We also ensured that the snacks’ unique selling points were clearly visible on the front of the packaging to help consumers understand what Tastees is all about.