From playful product scatter to crafted ingredient storytelling. The old pack had a lot going on, so I stripped back the noise to let it communicate better. That left room for something the range never had: a story. Every bag of corn starts with someone who grew it. So Indulge got a farmer, but not a mascot grinning from the front of the pack. The farmer is always there, working hard in the background alongside the family behind the business, hat pulled low and face never quite in view. The flavour is the hero. The farmer is simply the one who made it happen. Each flavour brings a new job: tending the BBQ, hauling an onion twice their size, wrangling a chilli. It’s one character with endless stories, so the range can grow without the packs ever feeling the same. A clear hierarchy keeps the flavour front and centre, the bags stay easy to shop, and the system carries across every pack size and anywhere else the brand shows up. The character illustrations were brought to life by the brilliant Courtney Flannagan.