Lays Deep Ridged Spicy Flavor LTO 2024 Food
by PepsiCo Design and Innovation
- Awarded April 15, 2025
- CLIENT: PepsiCo Design and Innovation
- 905
In China, Lay’s is known for its fresh, daring take on snacks. The goal was to connect with young fans looking for a stress free snacking experience, so the company launched two buzzy limited edition flavors: Lay's Deep Ridged Spicy Hot Strip and Lay's Deep Ridged Spicy Stinky Tofu. The new packaging is bold, energetic visuals made sure the spicy shout was loud and clear. At the center of the new design is a playful mouth illustration paired with dynamic food photography showing off the flavors at their full power.
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