Traditionally, chips have been perceived as a sort of "unisex" product – a neutral option catering to a broad audience spanning different age groups. To differentiate ourselves from these competitors, we conceived a brand centered on an extraordinary passion for crispy snacks within a specific target audience. First, Grabb's is aimed at teenagers and young adults who love to stay trendy, don't worry about global issues, and are constantly on the go. In developing the brand, we declined traditional snack design solutions: bright, positive colors, neat food zones, and safe motifs. The foundation of the brand's communication is a deep black color, elements of street graffiti, hints of dye here and there, sharp yet within reason (it's still a mass-market segment) copywriting, and thematic narratives with characters.