Cheetos Redesign Pecynnu Bwyd Byrbryd by Dennis Furniss

Cheetos Redesign Pecynnu Bwyd Byrbryd by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Gwobr Arian A' Design Award in Dylunio Pecynnu Competition Category.

ArianPecynnu· 2021

Cheetos Redesign Pecynnu Bwyd Byrbryd

by Dennis Furniss

Client: PepsiCo International Mexico

Gwobr Arian A' Design Award Winner in Pecynnu Category

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Colors

The Design

About Cheetos Redesign Pecynnu Bwyd Byrbryd

Mae Cheetos Redesign yn ddyluniad pecynnu bwyd byrbryd a grëwyd ar gyfer brand byrbryd ŷd ym Mecsico. Gwaharddodd rheoliadau cenedlaethol newydd ddefnyddio cymeriadau ar becynnu, felly cafodd y masgot hirsefydlog ei dynnu. Datblygwyd llythyren C fawr fel yr ased graffigol canolog. Mae'r llythyren yn deipograffig, yn chwareus ac yn nodedig, ac mae'n gweithio ar draws yr amrywiaeth blasau llawn. Gellir addasu'r dyluniad hefyd ar gyfer marchnadoedd lleol. Mae pob pecyn yn mesur 132.5 mm o led a 250 mm o uchder. Mae'r cynhyrchu'n defnyddio argraffu fflecsograffig ar swbstrad ffoil.

The Recognition

About the Gwobr Arian A' Design Award

Mae Cheetos Redesign Pecynnu Bwyd Byrbryd yn enillydd Gwobr Arian A' Design Award, cydnabyddiaeth hynod fawreddog a roddir i ddyluniadau o'r radd uchaf, hardd a thrawiadol. Mae enillwyr Arian yn weithiau tra disglair a hynod greadigol sydd yn darlunio arbenigedd, dawn a chraffter rhagorol eu dylunwyr. Disgwylir i Cheetos Redesign Pecynnu Bwyd Byrbryd fod yn waith gwych ac esiampl, yn nodedig o broffesiynol ac yn ddwfn arloesol. Mae'r dyluniad buddugol hwn o Wobr Arian A' Design Award yn ddyfais hynod nodedig a edmygir sydd yn elwa ac yn symud ymlaen ffiniau celf, gwyddoniaeth, dylunio a thechnoleg. Mae Cheetos Redesign Pecynnu Bwyd Byrbryd yn greadigaeth y cenfigennir wrthi yn eang, sydd yn deffro dyheadau, yn cyflwyno teimladau cadarnhaol ac yn cynnau rhyfeddod a syndod.

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