Parker Williams has created the naming, identity and graphic design for Llama’s, a range of fun savoury snacks as part of Tesco’s venture brand strategy.

Photo: Llama’s brand packaging

The brief was very simple—shake up the savoury snack aisle in Tesco with a new brand idea that is BIG on personality, and the agency created a brand champion that was quirky and completely unique, with a strong character that would be central to the brand story. Pack copy was created by Goosebumps and built around the idea of ‘one mammal’s mission to rid the world of boring snacks.’

Photo: Llama’s brand packaging, back view

Strong, punchy colours and character based typography help to frame the charismatic champion as he continues his ‘rant’ through all communications around the pack; from the individual flavour descriptions to the BAAAaaah code information and the more mundane ‘Best munched before.’

Tamara Williams, co-founder and creative Planner said, “From our early sketches we all fell in love with the Llama. His comically dismissive, slightly mad arrogant look made us laugh out loud. He would be the ultimate product perfectionist, and snacking guru!”

Llama’s three-flavour range launched in Tesco on of March 19.