Cheetos Redesign የመክሰስ ምግብ ማሸጊያ by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award የብር ሽልማት in የማሸጊያ ዲዛይን Competition Category.
ብርማሸጊያ· 2021
Cheetos Redesign የመክሰስ ምግብ ማሸጊያ
Client: PepsiCo International Mexico
A' Design Award የብር ሽልማት Winner in ማሸጊያ Category
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- Verified Award Winner
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The Design
About Cheetos Redesign የመክሰስ ምግብ ማሸጊያ
የቺቶስ ዳግም ንድፍ በሜክሲኮ ለሚገኝ የበቆሎ መክሰስ ብራንድ የተፈጠረ የመክሰስ ምግብ ማሸጊያ ንድፍ ነው። አዲስ ብሔራዊ ደንቦች በማሸጊያዎች ላይ የገጸ ባህርያትን መጠቀም ስለከለከሉ፣ ለረጅም ጊዜ የቆየው ማስኮት ተወግዷል። አንድ ትልቅ C የሚል ፊደል እንደ ማዕከላዊ የግራፊክ ንብረት ተዘጋጅቷል። ፊደሉ ታይፖግራፊክ፣ አጫዋችና ልዩ ሲሆን፣ በሙሉ የጣዕም ክልል ውስጥ ይሠራል። ንድፉ ለአካባቢያዊ ገበያዎችም ሊስተካከል ይችላል። እያንዳንዱ ጥቅል 132.5 ሚሜ ስፋትና 250 ሚሜ ቁመት አለው። ምርቱ በፎይል ንጣፍ ላይ ፍሌክሶግራፊክ ህትመትን ይጠቀማል።
The Recognition
About the A' Design Award የብር ሽልማት
Cheetos Redesign የመክሰስ ምግብ ማሸጊያ የA' Design Award የብር ሽልማት አሸናፊ ነው፤ ይህም ለምርጥ ደረጃ፣ ውብ እና አስደናቂ ዲዛይኖች የሚሰጥ ያልተለመደ ከፍተኛ ክብር ያለው እውቅና ነው። የብር አሸናፊዎች የዲዛይነሮቻቸውን የላቀ ልምድ፣ ተሰጥኦ እና ጥልቅ ማስተዋል የሚያሳዩ እጅግ ብሩህ እና እጅግ ፈጠራ የተሞላባቸው ሥራዎች ናቸው። Cheetos Redesign የመክሰስ ምግብ ማሸጊያ እጅግ ሙያዊና ጥልቅ ፈጠራ የተሞላበት አስደናቂ ማሳያ ሥራ እንደሚሆን ይጠበቃል። ይህ የA' Design Award የብር ሽልማትን ያሸነፈ ዲዛይን የኪነ ጥበብ፣ የሳይንስ፣ የዲዛይን እና የቴክኖሎጂ ድንበሮችን የሚጠቅምና የሚያስፋፋ ትኩረት የሚስብ፣ የሚደነቅ ፈጠራ ነው። Cheetos Redesign የመክሰስ ምግብ ማሸጊያ ፍላጎትን የሚቀሰቅስ፣ በጎ ስሜት የሚያመጣ እና መደነቅንና መገረምን የሚያቀጣጥል በብዙዎች የሚቀኑበት ፈጠራ ነው።
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In 2020, new regulations were put in place by the Mexican government which meant PepsiCo had to walk away from its most recognizable brand asset. Chester. So, they thanked him for all the hard work and got to work themselves redesigning the brand from the ground up. By far their biggest challenge was that Chester is literally baked into the DNA of the brand. PepsiCo faced some tough questions. Like, how do you keep the voice of the brand alive without its spokesperson?
- Dimensions & Packaging
- width 132.5 mm x height 250 mm
- Tags
- Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
- Production Technology
- Flexo printing over foil substrate.
- Design Challenge
- By far their biggest challenge was that Chester is literally baked into the DNA of the brand. PepsiCo faced some tough questions. Like, how do you keep the voice of the brand alive without its spokesperson? How do you distinguish each flavor with their personality nuances without an actual personality? How do you keep the mischievous fun positioning of brand alive without the mischievous and fun Chester?
- Research
- Cheetos has a 40 year history in Mexico. 30 of those years Chester was Cheetos mascot. He has been one of the most loved and well known characters in all of Mexican culture. Mischievous. Fun. Undoubtedly, Chester was the most iconic asset for the Cheetos brand. But the new regulations ban characters from packaging and marketing.
To test and learn about the designs potential the PepsiCo research team evaluated the design through extensive accelerated Quantitative and Qualitative consumer studies, before they finally arrived at the amazing Pack Design that went to market. - Inspiration
- With a heavy heart PepsiCo gave Chester a retirement party. And then got to work on The Big Letter C. A new graphic asset, THE BIG Letter C, is an uplifting symbol that represents the essence of the brand. This C is a typographic element that is designed to be authentic and unique. It is mischievous. It is fun. It works across the flavor portfolio. And it can be localized. Additionally, for consumers, this design had outstanding results.
- Project Duration
- Mexico, initiated, completed, and launched in 2020
- Operation Flow
- From a marketing perspective, PepsiCo's brief was to revolutionize the Cheetos equity and packaging while maintaining the brand essence that they have nurtured over more than a decade. Basically, they had to replace something everyone has known and loved for the last 30 years with something new that they will love just as much.
- Team Members
- PepsiCo Global Design Team
PepsiCo Marketing (Mexico) - Image Credits
- All images are property of PepsiCo International
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