Enhancing Everything About “Everyone’s Favorite Snack!”

Dieffenbach’s Snacks

Womelsdorf, PA

For reasons unbeknownst to the average Pennsylvanian, the Keystone State is the unofficial “Potato Chip Capital of the Universe.” The pretzel is well-documented from Philly to Reading, but dozens of family-owned, regionalized PA companies have been quietly producing the best potato chips in America for decades—a reality that has discerning consumers preferring PA chips to alternatives.

In 1964, legendary Pennsylvanian Mark Dieffenbach began kettle-cooking chips from local potatoes and distributing them. Three generations later, Dieffenbach’s Potato Chips are crafted in two substantial production plants with regional distribution in several states.

Over the years, Dieffenbach’s product packaging evolved from the original wax-lined, kraft-brown, hand-packed bags to a modern production line that included foil bag packaging and outer cartons. While Dieffenbach’s evolved so too did competition and now, in 2024, there are well over a dozen respectable potato chip manufacturers in Pennsylvania. Curiously, most are very close to one another and also share overlapping regional distribution footprints. So, as the years ticked by, Dieffenbach’s packaging changed as well, but it hadn’t been updated in some time when VFC pitched a rebrand that included corporate identity, brand voice, and marketing messaging along with a professional packaging upgrade.

The Dieffenbach’s work came on the heels of VFC’s rebrand and strategic positioning of Uglies^® Kettle Chips—Dieffenbach’s national brand. Beyond the product, personality, and mission, the differences between Uglies and Dieffenbach’s legacy brands were a smaller distribution area and fiercer consumer loyalty of the original. Uglies, although a rebrand, was fresh, new work for new markets, while consumer loyalty and recognition were chief concerns with the Dieffenbach’s projects. Stakeholder branding questionnaires and consumer surveys helped guide ideation and conceptualization.

In the end, Dieffenbach’s rebrand represents a salute to the history of one of Pennsylvania’s original chip makers. Retro sensibilities were developed throughout the brand standard that includes illustrations of a classic pickup truck (one driven by the current CEO and, quite possibly his grandfather) hauling illustrated ingredients. Additionally, the development of an original slogan and supporting mark for “PA Crafted Crunch!” solidifies the brand’s roots and conveys the quality of what’s inside the bags!