The Problem
Pringles wants to feel like a personality, not just a snack. But most logo animations for brands like this default to loud and bouncy — which misses what actually makes Pringles interesting. Their motto is "to inspire playful curiosity." That's a much more specific brief than it sounds.
The Thinking
I started with the chip because it's impossible to separate from the brand — Mr. P's face and the chip are practically the same shape, and I don't think that's an accident. That connection became the whole idea. Instead of animating the logo as a static identity, I let the chip become the character, collapsing the distance between product and brand mark. The motion needed to feel like the motto in action: not just fun, but curious. Like the chip is in on the joke.
Layout Trials
Styleframes
