The new design underlines the rich brand story behind the nation’s favourite crisps, inspired by the unique tastes, passions and foibles of the British people. The Walkers logo has been moved to sit proudly in the middle of pack, marking the point from which playful hand-crafted illustrations of British icons burst out. Liverpool’s Liver Building, Big Ben, the famous red telephone box, and a pigeon wearing hippie-style sunglasses emanate from the logo in a subtle Union Jack shape, giving the consumer something to discover as they explore the pack. Illustrations of tractors in a field reinforce the provenance of Walkers crisps, which are made with only British-grown potatoes. The new packs, which are being introduced across the UK, also feature a mix of gloss and matte finishes, emphasizing the premium nature of the crisps and helping the design to pop on shelf.