The main challenge was to modernize Qtela’s packaging without losing its strong brand recognition and mass appeal. In a highly competitive snack category, the design needed to stand out instantly on shelf—while clearly communicating flavor, texture, and indulgence.

We addressed this by introducing a distinctive “tear” concept as the core visual device. The torn element acts as a metaphor for opening a pack—capturing the anticipation and excitement of snacking. It also creates a dynamic frame that reveals the product in a more expressive, appetite-inducing way.

This approach transforms the packaging from static to sensory—where the visual itself feels interactive and immersive. Combined with bold colors, enhanced product photography, and a cleaner hierarchy, the new system delivers stronger shelf impact and a more contemporary, crave-driven appeal.