Cheetos Redesign Imballaghju di Snack by Dennis Furniss

Cheetos Redesign Imballaghju di Snack by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Argentu in Disignu di Imballaghju Competition Category.

ArgentuImballaghju· 2021

Cheetos Redesign Imballaghju di Snack

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award d'Argentu Winner in Imballaghju Category

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Colors

The Design

About Cheetos Redesign Imballaghju di Snack

Cheetos Redesign hè un imballaghju di snack cuncepitu per una marca di snack di granonu in Messicu. Novi regule naziunale anu pruibitu l'usu di persunaghji nant'à l'imballaghji, dunque a mascotte di longa data hè stata caccià. Una grande lettera C hè stata sviluppata cum'è elementu grafica centrale. A lettera hè tipugrafica, giuchèvule è distintiva, è funziona in tutta a gamma di sapori. U dissegnu pò ancu esse adattatu à i mercati lucali. Ogni pacchettu misura 132,5 mm di larghezza è 250 mm d'altezza. A pruduzzione impiega a stampa flessugrafica nant'à un supportu di fogliu.

The Recognition

About the A' Design Award d'Argentu

Cheetos Redesign Imballaghju di Snack hè un vincitore di u premiu A' Design Award d'Argentu, una ricunniscenza straordinariamente prestigiosa attribuita à i disegni di alta gamma, splendidi è impressiunanti. I vincitori d'Argentu sò opere tremendamente brillanti è estremamente creative chì illustranu l'espertisa, u talentu è l'acutezza eccezziunali di i so disegnatori. Si aspetta chì Cheetos Redesign Imballaghju di Snack sia una opera maravigliosa di mostra, rimarchevulemente prufessiunale è prufondamente innuvatrice. Stu disegnu vincitore di u premiu A' Design Award d'Argentu hè una invenzione assai nutevule è ammirata chì benefizia è allarga i limiti di l'arte, di a scienza, di u disegnu è di a tecnulugia. Cheetos Redesign Imballaghju di Snack hè una creazione assai invidiata chì evoca disideri, introduce sentimenti pusitivi è accende stupore è maraviglia.

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