FDBusiness.com

Pearlfisher has designed the brand strategy, name, tone of voice, brand identity and packaging for Manomasa, the new tortilla chip brand from All Good.

In a move away from Mexican clichés and the brash, artificial world of party snacks, Manomasa is a bold, characterful celebration of the ‘real’ Tortilla chip. Humble yet proud, Manomasa was born on the back streets of Mexico yet seeks to become symbolic of all that street food can be – visceral, vibrant, human and the most honest and raw expression of real taste expertise. The product range pays tribute to the original Mexican Tortilla chip – the Totopo – whilst branching out into new tastes, sensations and textures inspired by the diversity and creativity of street food culture.

Pearlfisher Creative Director, Sarah Butler, comments, “The Manomasa brand identity is simple yet celebratory; a proud statement of what these chips bring to the table with their real ingredients, generous spirit and desire to bring people together over delicious foodie experiences. The rich yet contemporary pack allows us to showcase the depth of creation that has gone into each variant. A montaged illustration style cele-brates the unique layers of taste and a bold, graphic language of expertise de-constructs each detail – from the specific shape and the 52 attempts it took to get the right texture and taste – to the best way to eat it beyond the bag. The brand speaks with the vision, expertise and real passion of its creators, re-introducing us to this heroic but often overlooked, tasty staple.”

Charlotte Simpson, Marketing Manager at All Good added, “Pearlfisher’sdesign for Manomasa perfectly captures the spirit and creative personality of our brand. Our absolute passion for tortilla chips has been seamlessly bought to life whilst celebrating the exciting, raw and vibrant world of street food – an innovative first for the category.”Manomasa launches in Whole Foods Market and Ocado in March.