#WBD Blog
Feb 5, 2026
Walkers brand logo re-fresh
Last month, Walkers unveiled a brand refresh (the self-claimed biggest change in its nearly 80-year history), with a new visual identity across its core range. Inspired by Walkers’ farm-to-crisp story, the refreshed design features a new sun-inspired logo, moving away from the crisp-like visual. Core packets now also include the signature of fonder Henry Walker as a “subtle reminder of the brand’s heritage and long-standing commitment to quality.”
This is the latest update following the Better-For-You range changes: Walkers Baked were renamed Walkers Oven Backed in December and Walkers 45% Less Salt renamed Walkers Lightly.
Wayne Newton, Marketing Director at Walkers, said “This is a landmark moment for Walkers as we undergo a complete redesign. For the first time in many years, we are bringing a completely new visual identity to the brand – one that champions our heritage, elevates the message around the use of our quality ingredients, and injects new energy into the category.
Changing a brand identity and packaging is never a task to be undertaken lightly. It is easy (if expensive) to change, and it can quickly damage years of equity building. Any packaging change should be a senior leadership decision.
Great brands usually have a continuous improvement mindset to packaging and identity. Over time they execute small, sometimes imperceptible changes, that move the brand forward and keep it fresh and modern. Obviously, in times of crisis more fundamental changes can emerge, but winning brands rarely have need of such dramatic change and the risk attached to it.
Walkers has have trailed this as a big change, and in lots of ways, it is (not least as it is a global redesign across the total Lay’s brand), but from the #whatbrandsdo viewpoint it is a just a small step on a well-executed brand building journey. A great example of a refresh that adds value, improves range and product presentation; enhances navigation and strengthens appeal. It even moves the goalposts for own label to build a more defensible position. People will notice, but because it is well done, the consumer will take it in their stride and move on – whilst experiencing an almost unconscious moment of reassessment. Never forget the people who buy our products – occasionally – do not wake up every morning to deeply consider our brand presentation – and why should they!
The sunburst in the new logo along with stronger banner and type is confident and has improved stand out. The pack designs look more premium (re-enforcing the quality message that is key to the refresh), without forgetting their everyday appeal. The new design helps pull the range apart and present flavours and product benefits effectively whilst building strong brand blocking around the identity. We love the simple white panel below the logo on the core range to highlight the flavour, it cleverly magnifies on-shelf standout. Great work @walkers @pepsico. What’s not to love.
