Lay's More Belgian Really Impossible Food Package Design by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2023 Silver A' Design Award in Packaging Design Competition Category.
SilverPackaging· 2023
Lay's More Belgian Really Impossible Food Package Design
by PepsiCo Design and Innovation
Client: PepsiCo Design & Innovation
Silver A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #149717The Design
About Lay's More Belgian Really Impossible Food Package Design
Lay's More Belgian Really Impossible is a limited edition packaging design for potato chips sold in Belgium. The packaging presents two new local flavors developed with Brussels Ketjep. Belgian consumers were invited to submit design concepts with a strong local character, and the two most voted concepts were featured and credited on the packs. The approach responds to a snack market in which local brands offer relevant flavors and claims. The design aims to retain current buyers of the Lay's brand and to attract new ones.
The Recognition
About the Silver A' Design Award
Lay's More Belgian Really Impossible Food Package Design is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. Lay's More Belgian Really Impossible Food Package Design is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Lay's More Belgian Really Impossible Food Package Design is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.
Where to Get It
Innovative Snack Solutions and Consumer Experiences
We transform beloved brands through innovative design and consumer collaboration. Our global portfolio delivers locally-inspired flavors and experiences that resonate with communities worldwide, bringing joy to everyday moments through thoughtful product innovation.
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Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay’s brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay’s launched two new iconic and localized flavors for the Belgian market.
- Inspiration
- Lay’s decided to directly engage Belgian consumers in the design process by challenging them to come up with design concepts “so Belgian” that they would spark fun and capture authentic local insights. The two most voted designs would then have the honor of being featured and credited on #MoreBelgianisReallyImpossible limited edition packs and win 5000€ for their contributions.
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