01 The Challenge

Willards Original Cut had once been a familiar favourite in South African households, but on shelf, it had lost its impact. The identity felt dated, the pack lacked visual appetite, and in a fast-paced, impulse-driven snack category, Original Cut was struggling to compete. The brand needed a refresh that respected its roots while reigniting its relevance, especially among a new generation of shoppers who expect more from packaging than nostalgia alone.

02 The Solve

We revived the brand with a modern take on its original charm. A redesigned logo brought back warmth and familiarity with cleaner lines and stronger presence. The new packaging system was built around appetite appeal, bold, close-up flavour photography and a confident layout hierarchy that allowed each variant to stand on its own. Every design decision was made to help Original Cut pop on shelf, reconnect with loyal fans, and feel fresh to new snackers. It’s a nod to the past, delivered with punch.

03 The Result

Original Cut returned to shelves with energy and edge. The refreshed look gave the brand clarity, appetite appeal and stronger stand-out in store. Retail teams reported improved visibility and engagement, while consumers responded to the updated design with both recognition and curiosity. It’s a relaunch that honours what made Original Cut iconic, and gives it the tools to stay that way.