This is a fun design. The stripes are consistent throughout the range of flavors. The logo is a little bit more fun and not overwhelming. The bag design promises something hot and manly. While the modern way is to approach a range with a consistent company branding, Dakota Style, clearly do it Dakota Style.
We will mention the Dakota Style claim that their Chips are 'Industrial Strength' regularly in our reviews because it is an important feature. As thick and firm Chips, the crunch is superior to the majority of Chips, and even most Kettle Chips. What it does create though, is a crisp bite rather than a crisp crunch.
The claim is 'Industrial Strength' and while that is obviously a marketing gimmick, these Chips are thicker than most Kettle Cooked Chips, which certainly makes them thicker than regular Chips. So, fair enough. There were a few irregular shapes and some folded over or particularly curly, which is always rewarding when eating a Kettle Cooked Chip. They did not seem as oily as many and had an orange tinge to the Chip from the seasoning.
The Nose Plunge Test revealed a heavy and thick smoky aroma as soon as the bag was opened. It was stronger than the flavor, which although full and smoky, lacked a little in the barbecue section of the partnership. It was a good tasting Chip though and certainly one worth recommending, although it is relatively high in saturated fat and very high in salt content.