Of all products, potato chips are most likely to be associated with the lazy, couch sitting individuals of our society. Hardbite Potato Chips however aims to create a new image for this aging product. In an attempt to stand out in the competitive atmosphere that is the supermarket, Hardbite Potato Chips has redesigned their product to reflect the west-coast interests of Owner Pete Schouten. Featuring popular outdoor destinations, Hardbite’s new marketing strategy earned them a place on Grocery Chowcase West’s Top 10 Innovative Produces in 2012. This example demonstrates the importance of strong imagery & identity in product development.