Cheetos Redesign تغليف وجبات خفيفة by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 جائزة A' Design Award الفضية in تصميم التغليف Competition Category.
فضةالتغليف· 2021
Cheetos Redesign تغليف وجبات خفيفة
Client: PepsiCo International Mexico
جائزة A' Design Award الفضية Winner in التغليف Category
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The Design
About Cheetos Redesign تغليف وجبات خفيفة
"إعادة تصميم تشيتوس" هو تصميم تغليف لوجبات خفيفة أُنجز لعلامة تجارية مكسيكية متخصصة في الوجبات الخفيفة المصنوعة من الذرة. وقد حظرت اللوائح الوطنية الجديدة استخدام الشخصيات على العبوات، ما استدعى إزالة التميمة التي رافقت العلامة لسنوات طويلة. ولذلك جرى تطوير حرف C كبير ليكون العنصر الرسومي المحوري؛ فهو حرف طباعي مرح ومميز يصلح للتطبيق على مجموعة النكهات كاملةً. كما يمكن تكييف التصميم ليلائم الأسواق المحلية. يبلغ عرض كل عبوة 132.5 مم وارتفاعها 250 مم، ويعتمد الإنتاج على الطباعة الفلكسوغرافية على ركيزة من رقائق الألمنيوم.
The Recognition
About the جائزة A' Design Award الفضية
Cheetos Redesign تغليف وجبات خفيفة هو فائز بجائزة A' Design Award الفضية، وهي تقدير رفيع المكانة بصورة استثنائية يُمنح للتصاميم الرفيعة المستوى والجميلة والمبهرة. والفائزون بالفضية هم أعمال لامعة بشدة وشديدة الإبداع تجسّد الخبرة والموهبة وحدة الذكاء المتميزة لدى مصمميها. ويُتوقع أن يكون Cheetos Redesign تغليف وجبات خفيفة عملًا رائعًا يُعرض كنموذج، شديد الاحترافية وعميق الابتكار. وهذا التصميم الفائز بجائزة A' Design Award الفضية اختراع جدير بالذكر ومحل إعجاب، يعود بالنفع ويوسّع حدود الفن والعلم والتصميم والتكنولوجيا. وCheetos Redesign تغليف وجبات خفيفة إبداع يغبطه الكثيرون، يثير الرغبات ويبعث مشاعر إيجابية ويشعل الدهشة والإعجاب.
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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