Premium tortilla chip supplier Manomasa has divided the opinion of branding experts with a bold overhaul of its pack designs.
A LinkedIn post featuring a photograph of Manomasa’s old and new packaging side-by-side in Sainsbury’s, has gained traction on the social media site over recent days.
In the post written by freelance graphic designer Mika Suetake (who has previously worked with The Collective, Hip Chocolate and Love Cocoa), she admitted that she thought she had spotted a “new brand” when she saw the revamped packs.
It eventually dawned on her “it was a brand I know well: Manomasa, the posh tortilla chips! Their sophisticated, classy and natural look is gone - replaced by a young, bold, and playful design.
“It still hints at premium quality but in a completely new way.”
As a regular consumer of Manomasa tortilla chips, Suetake admitted feeling “a little ignored” by the redesign.
“It feels like they’re starting from scratch, potentially distancing loyal customers like me who come back for a trusted favourite,” she wrote, before asking her followers for their take on the rebrand.
Commenting on the post, marketing expert Lottie Unwin warned: “They are going to lose loyal shoppers with this!”
Meanwhile, brand and marketing consultant Ben Martin argued that the “new illustrated style enables them to communicate distinct visual personality that is easily identifiable even without the name or logo. That’s a more powerful aspect to their branding.”
More risk than reward
Gareth Turner, former head of marketing at Weetabix and Big Black Door founder, told The Grocer: “While a redesign may seem tempting, radical change can create more risk than reward.
“Although some consumers might like Manomasa’s new look, others are now struggling to find the product on the shelf… It’s important to remember that a strong, recognisable brand takes years to build. And even if a new look does launch successfully, it may not generate enough additional sales to offset the cost of write-offs, new printing plates, and other collateral.
“In my experience, a packaging redesign is only justified when a brand is in serious decline.”
The Grocer has approached Manomasa owner Valeo Snackfoods for comment.
It comes after Symington’s launched a range of Manomasa branded meal kits into Waitrose last month as part of a licensing deal with the tortilla chip brand.
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