Potato Utopia has launched in Australia with the goal to reimagine and disrupt the frozen potato category.

The Potato Utopia range is the result of high-quality innovation, sold at an affordable price. They wanted to highlight their use of premium ingredients in a fresh and eye catching way, so they’d stand out from other brands in the freezer aisle. I was approached by Rev Studio to design the packaging, and overall brand look and feel.

Potato Utopia wanted to “respect the ingredients we choose and make them shine – make the ‘simple’ products the heroes”. So I deconstructed the product, and I reassembled it – creating an abstract work of art from the elements. This imagery then took centre stage on the front of pack. Surrounded by clean typography and a dark, moody background, the design is bold, elegant, and playful, embracing the elevated experience of Potato Utopia products.