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Safari Chips

A brand identity refresh for one of the UAE’s most beloved snacks to meet the desires and palates of a new generation while celebrating its heritage.

Safari has been a staple of lunchboxes in the UAE since the 80s, with the delicious snack holding a special place in the hearts of nationals and expats alike. Black worked closely with Hunter Foods on a rebrand and the development of a new portfolio that is filled with flavour and supports the new master brand vision.

Client
Hunter Foods
Year
2020
Services
Brand Identity, Packaging, Digital
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Safari-logo-–-NEW
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New Design – Still Nostalgic

The colorful designs and custom typography highlight a new era and a return to feel good. This makes Safari attractive to those who remember it fondly from their childhood and those who are seeing the chips on the store shelves for the first time.

Black and Hunter Foods worked closely to reimagine and refresh the brand and the Safari portfolio. Each package captures the brand attributes of fun and flavour, and positions Safari as the go-to chips for kids and adults. The new visuals also incorporate and align with the values and tagline of Hunter Foods.

A Hunter Foods Product

Hunter Foods produces a wide range of speciality, gourmet and “Better for You” snacks and foods. Established in 1985 in the UAE, many people have grown up side-by-side with Hunter Foods products in their lives.

See Case: Hunter Foods Rebranding

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Safari-–-Chilli
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Safari-–-Sour-Cream
Safari-–-Sour-Cream-–-Bagside
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Anders Christiansen
Creative Director

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Jonas Rasmussen
Art Director

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