Identity for a new line of healthy snacks
While working with Frit Ravich, a historic Barcelona-based potato chips brand, we were asked to define the identity for a range of healthier snacks: baked lentil chips and additive-free variants.
My role was to implement decisions, not design from scratch. We turned criteria into coherent materials and avoided common tropes in the category.
Research and co-creation
To guide the project, we ran a benchmark: we visited supermarkets and analyzed competitors by lettering, graphic resources, color, naturalness codes, messaging, and organoleptic cues.
With those findings, we worked in Miro. We shared batches of naming, logo, and bag proposals, validating them with the client in short cycles.
Team, experience, and purpose
The process culminated in a direct name: Real Bites. We articulated it with retro-leaning lettering and a palette of purples, burgundy, and beiges, standing out on the shelf.
We adopted Tanker as the system typeface. We defined the flavor architecture and finalized artwork with careful attention to hierarchy, legibility, and in-store wayfinding.
Design with intent and effect
We defined a brand line: Real Bites, LO QUE VES, LO QUE ES (what you see, what it is). We reinforced it with the claim “REAL QUE NO VAS A PARAR,” (real that you're not going to stop) linking honesty and the current use of “Real” as a Gen Z insight in Spain, where they use it to mean something 100% true.
We avoided exaggeration and prioritized clear benefits, integrating texture and flavor as appetite drivers.
The result: an energetic and distinctive identity, readable at a glance on the shelf and consistent across digital, advertising, and trade. It was brought to life through social templates, a launch campaign, and retail display.
Project carried out with the Comuniza design team. More information: www.fritravich.com/realbites/