Potato Chips and salty snacks… You will not find more than those on the rack in the snacks sections. Too many brands, too many flavors and too many sizes crowd this isle in any store. Launching new potato chips among well established brands was a tough task that required a dynamic look and character. The solution came in the form of squares in the checkered design that was developed for the launch of Rotato. Whether on a Formula one flag or on a board game, checkers grab the eye. The design team capitalized on this unparalleled visual equity and created all the brand communication with the checkered look.