Ruffles Potato Chips, PepsiCo’s most recent billion dollar brand, was at a crossroads because research indicated that consumers loved the product but did not love the brand - which hadn’t even seen a television campaign in almost a decade.

For this initiative, I assembled a team of culturists, strategists, and design-thinkers to identify a highly influential design target which informed the new Ruffles positioning and visual identity. OWN YOUR RIDGES became our rallying cry and inspired our extra ‘Ridge-y’ VIS ID.

The Ruffles Brand Book and Ecosystem we created now leads all communications including marketing, packaging, digitals, partnerships, retail, and activations.

Working with our in-house team and agency partner Motive, we produced Ruffles first 60 sec spot - Own Your Ridges which aired on Christmas Day 2022.