808s & HEARTBREAK

808s and heartbreak album cover
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ALBUM INFO

Breaking away from his usual sound, Kanye focused on utilizing a minimalist and electronic sound to reflect his feelings in this album. At the time Kanye’s fiance had ended their relationship and his mom, Donda West passed away during cosmetic surgery leaving West in a vulnerable emotional state. Even though the album received mixed reactions from fans it helped to inspire and shape other hip hop artists such as Drake and Jay-Z who became more confident experimenting with their sound.

THEMES & INSPIRATION

  • Experiencing distressing personal events
  • Loss, alienated fame and heartache
  • Album was a way to work through the pain
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cool ranch chip bag

FLAVOR PROFILE

Much like the album, cool ranch is a subtle flavor yet it keeps the consumer coming back for more. 808s & Heartbreak perfectly describes the flavor of this particular chip because the album deals with a lot of dark and melancholic themes which deviate away from Kanye's usual style. The chip itself, including its name, has an association with cooler color schemes and less punchy flavors. The song “Coldest Winter” definitely encapsulates the aesthetic of cool ranch because of its affiliation to cooler climates as the flavor implies.