Cheetos Redesign Obaly na slané pochutiny by Dennis Furniss

Cheetos Redesign Obaly na slané pochutiny by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Stříbrná cena A' Design Award in Design obalů Competition Category.

StříbroObaly· 2021

Cheetos Redesign Obaly na slané pochutiny

by Dennis Furniss

Client: PepsiCo International Mexico

Stříbrná cena A' Design Award Winner in Obaly Category

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The Design

About Cheetos Redesign Obaly na slané pochutiny

Redesign Cheetos je obalový design pro snackovou pochutinu vytvořený pro značku kukuřičných pochutin v Mexiku. Nové národní předpisy zakázaly použití postaviček na obalech, takže dlouholetý maskot byl odstraněn. Jako ústřední grafický prvek bylo vyvinuto velké písmeno C. Písmeno je typografické, hravé a výrazné a funguje napříč celou příchuťovou řadou. Design lze také přizpůsobit místním trhům. Každé balení má šířku 132,5 mm a výšku 250 mm. Výroba využívá flexografický tisk na fóliovém substrátu.

The Recognition

About the Stříbrná cena A' Design Award

Cheetos Redesign Obaly na slané pochutiny je vítězem Stříbrné ceny A' Design Award, mimořádně prestižního uznání udělovaného designům nejvyšší kvality, nádherným a působivým. Stříbrní vítězové jsou nesmírně brilantní a mimořádně kreativní díla, která dokládají vynikající odbornost, talent a bystrost svých designérů. Očekává se, že Cheetos Redesign Obaly na slané pochutiny bude nádherným, reprezentativním dílem, pozoruhodně profesionálním a hluboce inovativním. Tento design, který získal Stříbrnou cenu A' Design Award, je vysoce pozoruhodný, obdivovaný vynález, který prospívá a posouvá hranice umění, vědy, designu a technologií. Cheetos Redesign Obaly na slané pochutiny je výtvor, kterému mnozí závidí, který vyvolává touhy, přináší pozitivní pocity a vzněcuje úžas a údiv.

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