B&B Studio’s identity and packaging design for The London Crisp Co., a brand created for the pub environment, is inspired by London’s thriving craft beer scene. Designed to truly celebrate the city, it’s a contemporary urban brand that challenges the rural nostalgia of the hand-cooked crisp category. An essence of London for Londoners, the design uses creative collage to capture the ambience of different parts of the city, from Camden to Shoreditch and Soho to the South Bank. Each collage focuses on in-the-know landmarks rather than tourist clichés for a more up-to-date take on the capital. Its unbranded feel is key to the overall aesthetic and born out of the non-competitive pub environment, while the at-a-glance color-coding is essential for easy service behind a busy bar. A straight-talking tone of voice complements the down-to-earth design for a brand that embodies the attitude of the modern British boozer.