Walkers reveals its biggest packaging redesign in nearly 80 years
The crisp brand has launched a major new pack look to refresh its identity and strengthen shelf standout across its range.
What’s new
Walkers has unveiled what it calls its largest brand refresh in its history, introducing a redesigned pack style featuring an updated logo and new design elements focused on its “farm-to-crisp” story.
Why does this matter
This shows how major FMCG brands are investing in pack design as a commercial growth lever - not just sustainability. A redesign like this impacts shelf visibility, brand perception, and shopper decision-making, and often triggers wider packaging updates such as print methods, artwork workflows, and potentially material or format changes across Stock keeping units.
Who should care
Brand owners & FMCG marketers → packaging design is still one of the fastest ways to influence choice in-store
Packaging designers & agencies → proof that heritage brands are modernising and storytelling through packs
Converters & printers → refreshes often lead to volume artwork changes and production re-alignment.