Wise Snacks: 100 Years of Flavor, Refreshed by Imaginity
From retro editions to new packaging, Imaginity modernized Wise Snacks’ look while honoring 100 years of flavor and brand equity.
A Century of Flavor
Wise Snacks, an iconic American snack brand, partnered with Imaginity to celebrate its 100-year legacy while laying the groundwork for the next century. Across multiple initiatives—from limited editions to full packaging redesigns—we helped evolve the Wise brand through storytelling, visual consistency, and smart design systems.
We also focused on expanding the product lineup with bold new flavors, each requiring its own standout identity while remaining unmistakably part of the Wise family. Through carefully crafted visuals, flavor-specific color cues, and consistent brand architecture, we ensured that each variety feels fresh yet familiar—strengthening brand recognition and supporting continued growth across shelves and channels.
100-Year Anniversary: Retro Packaging Edition
To celebrate Wise Snacks’ centennial, we brought the brand’s rich legacy to life through a special anniversary edition with a nostalgic twist. We modernized the iconic vintage logotype and developed a dedicated 100-year brand implementation that honors the past while looking ahead. The owl’s eye—one of Wise’s most recognizable brand elements—was redesigned to feel more elegant and prominent, reinforcing the character of the brand in a refined, timeless way. The result: the same trusted Wise product, reimagined in a retro-inspired look that connects with longtime fans and stands out with celebratory distinction on shelf.
Wise’s dip range—French Onion and Salsa con Queso—received a packaging overhaul to align with the brand’s updated visual system. The challenge was to modernize the packaging while enhancing appetite appeal and clarity on shelf. We used rich ingredient imagery, clear flavor coding, and updated typography to elevate the products’ perceived quality. The result: a family of products that feels both familiar and freshly relevant.
Peppy, Wise’s beloved mascot, has long symbolized the brand’s personality. Our task was to evolve Peppy’s presence so that he could live across today’s diverse packaging needs. We re-illustrated Peppy in a more expressive, dynamic pose, making him feel both timeless and energetic. His new posture (holding a bowl of chips) was designed to integrate him seamlessly into the pack layout, turning him into an active brand ambassador rather than a static icon.
We redesigned the full Golden Original line to incorporate the evolved Peppy and strengthen the brand’s visual system. Using clean layouts, color-coded sodium levels (from Regular to Unsalted), and improved flavor callouts, we created a more structured and scalable architecture. Peppy’s role was carefully calibrated for each pack—he doesn’t just appear, he participates. This approach brought cohesion to the lineup while allowing each SKU to communicate clearly.
To amplify the impact of Wise Snacks’ 100-year anniversary, we extended the brand refresh into the shopper marketing space with custom in-store displays. These special edition units were designed to showcase the anniversary packs, bringing visibility and excitement to the point of sale. Bold, celebratory graphics combined with the tagline “100 Years Living Life Wisely” reinforced the milestone and invited shoppers to engage with the brand in a fresh, memorable way—turning retail environments into immersive brand moments.
1. Use Heritage as a Springboard, Not a Limitation:
Wise’s 100-year story was a valuable asset—but it became even more powerful when connected to fresh, modern execution.
2. Mascots Can Evolve Without Losing Recognition:
Peppy’s redesign honored the past but gave the character new energy and flexibility across formats.
3. Category Design Systems Matter:
Wise’s Golden Potato line features seven flavor varieties, unified through a cohesive design system that maintains brand consistency while clearly distinguishing each flavor through color and detail.
4. Special Editions Can Reignite Brand Love:
The retro pack didn’t just sell product—it created emotional connection and brand storytelling in physical form.
5. Packaging Design Fuels Shopper Marketing at Retail:
Packaging becomes a platform for in-store engagement. Wise’s 100-year anniversary packs extended into shopper marketing with custom displays, turning the packaging into a retail experience that captured attention and reinforced the celebration at the point of sale.
Results
The redesigns contributed to a renewed retail presence, stronger brand recognition, and consumer reengagement—especially among Millennial and Gen X shoppers with nostalgic ties to the brand. The 100-year edition in particular became a shareable moment both in-store and online.