This essay aims to illuminate the communication between a food brand and the consumer through the design of product packaging. To achieve this, a semiotic and discourse analysis is conducted on the packaging of premium and standard potato crisps from two beloved Swedish brands – Estrella and OLW. Drawing on previous research and experiments, the study examines how the concept of premium is represented on the packaging of Swedish potato chips. The findings validate previous scientific knowledge about premium products , namely that they are more expensive, visually portrayed as exclusive, achieving a symbolic virtue amongst other factors. Additionally, the analysis reveals that the two brands employ distinct strategies to convey Swedishness on their premium packages, thus establishing personalized communication with the consumer and reaching two very different interesting target groups.