Island Jack's came to us with a completely undeveloped brand. Their goal was to create a line of kettle chips with island-style flavor and essence. They sought us out to design a package that was bold and playful using illustration to personify this character, "Jack". They wanted an overall island-style feel, and a character that was relatable and fun. We developed many different identities and decided to go with a Jack who was consciously clean, meditative, and had a Key West sea captain vibe. We illustrated Jack in two different scenarios for the two packages, jalapeño cheddar and sea salt.