Cheetos Redesign Primarna Funkcija: Ambalaža za grickalice by Dennis Furniss

Cheetos Redesign Primarna Funkcija: Ambalaža za grickalice by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Srebrna nagrada A' Design Award in Dizajn Pakovanja Competition Category.

SrebroPakovanje· 2021

Cheetos Redesign Primarna Funkcija: Ambalaža za grickalice

by Dennis Furniss

Client: PepsiCo International Mexico

Srebrna nagrada A' Design Award Winner in Pakovanje Category

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Colors

The Design

About Cheetos Redesign Primarna Funkcija: Ambalaža za grickalice

Cheetos Redesign je dizajn ambalaže za grickalice kreiran za brend kukuruznih grickalica u Meksiku. Novi nacionalni propisi zabranili su korištenje likova na ambalaži, pa je dugogodišnja maskota uklonjena. Veliko slovo C razvijeno je kao centralni grafički element. Slovo je tipografsko, razigrano i prepoznatljivo, te funkcionira kroz cijeli asortiman okusa. Dizajn se također može prilagoditi lokalnim tržištima. Svako pakovanje mjeri 132,5 mm u širini i 250 mm u visini. Proizvodnja koristi fleksografski tisak na foliji kao podlozi.

The Recognition

About the Srebrna nagrada A' Design Award

Cheetos Redesign Primarna Funkcija: Ambalaža za grickalice je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i impresivnim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da Cheetos Redesign Primarna Funkcija: Ambalaža za grickalice bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomjera granice umjetnosti, nauke, dizajna i tehnologije. Cheetos Redesign Primarna Funkcija: Ambalaža za grickalice je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.

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