The biggest selling pretzel brand in the UK wanted their product to appear as an alternative, more sophisticated gourmet snack on the supermarket shelf. The feeling was that their existing identity - specifically the red star of Penn State Pretzels could be used as a device to build imagery synonymous with summer. The line 'Release the flavour of summer' allowed these illustrations to emanate from the bags of pretzels, giving them a floaty, airy quality. Up close, they appeared as an abstract piece of art, but when seen from a distance the images became clear. Exhibition, vehicle vinyls and popups were created for a high street summer roadshow to promote new products and flavours.