Samboys Chips is an Australian icon, that hasn’t evolved to keep up with the pace of modern retailing in the FMCG space. As a result, Samboy’s is suffering with undesirable shelf positioning and lack of cut through with customers. Make way for Sams Chips, a modern evolution of an Aussie classic.
I would consider myself a chip connoisseur. In 2024 Australia, a packet of chips costs $5, shifting from an impulse buy, to a treat yourself moment.
Sams Chips is my loveletter to Samboys Chips, modernising the brand with a snappy revision to the name, vibrant colour palette, bold wordmark and tone of voice. Inspired by Bodega’s as well as modern chilli oil and hot sauce brands, the execution is simple, familiar and playful, while demanding your attention when you’re in need of a massive hit of flava!
