“Ruffles is the name of a brand of ruffled (crinkle-cut) potato chips produced by Lay’s potato chips, a division of Frito-Lay. The Frito Company acquired the rights to Ruffles brand potato chips in 1958. It later merged with H.W. Lay & Co. in 1961. They also sell 2.63 million dollars worth of chips a year. The product is named as an analogy to the ruffle, a strip of fabric sometimes gathered, creating folds. Its longtime official product slogan is “RRRuffles Have Ridges!” The ridged corrugations are designed to create a sturdier, crunchier potato chip less prone to breakage in the bag, as well as standing up to stiffer dips.” (Wikipedia)
DuPuis Group (Chicago, IL)
Images (opinion after)
I hadn't thought about Ruffles since I was less than a teenager. It feels like such a childhood brand to me. Part of it is that I don't eat that many chips and part of it is that there are dozens of alternate and new brands to Ruffles that are either better or more exciting. Before this morning I couldn't have told you which was Ruffles' old logo (or even older logos) and in twenty-plus years I'll probably have forgotten again as they all look pretty much like what you would expect from the chip aisle. The new logo is almost minimalist with a slab serif that does the least possible amount of bouncing required by grocery store attention spans. It's so serious compared to the previous one that it certainly stands out. The packaging is a little nicer than before, particularly with the complementary condensed sans, but nothing too outstanding other than the perhaps the lack of stuff on it — except for the "Simply" brand that has a burlap bag texture and some other fancy pattern, which is the inevitable direction in which the currently clean bags will eventually go. For now, Ruffles has my attent… oooh, artisanal chips in a clear bag with a letterpressed label.
Thanks to John Dorcas for the tip.