Sun Chips had a brand image of being earthy and natural, and this print ad uses handwritten text instead of a computer-perfect font to capture that essence. The organically written text and little drawings show all the thoughts that are running through this girl’s mind. The un-stuffiness of the handwriting goes well with the image of this young, optimistic looking, pretty girl. The creators of this ad use text size, shading, boldness, and saturation levels in the handwritten text to emphasize certain phrases or numbers. There is an emphasis on the idea that Sun Chips can fit into your diet: a simple, healthy, diet where you can also enjoy what you eat. This ad is effective in giving off a carefree, naturalistic, wholesome, vibe.
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