A cut above the rest

Uppercuts are Eta’s premium chip brand, however, the packaging was looking tired, and in need of change, and alignment to the updated Eta look and feel. 

We developed a refreshed new look for the range, to elevate quality, New Zealand-grown, and its new formulation creating thinner and crispier chips than ever before. 

Uppercuts is more special than the average chip, so we wanted to create a design that allowed us to really dial up taste and flavour.

By introducing a black plate, we created a striking backdrop and housing space to proudly display the brand, food photography, and product information. This on-pack structure carries out across all Eta Uppercuts product extensions like ‘Chef Series’.