Cheetos Redesign Envase para Botanas by Dennis Furniss

Cheetos Redesign Envase para Botanas by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award de Plata in Diseño de Envases Competition Category.

PlataEnvases· 2021

Cheetos Redesign Envase para Botanas

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award de Plata Winner in Envases Category

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Colors

The Design

About Cheetos Redesign Envase para Botanas

Cheetos Redesign es un diseño de envase para botanas creado para una marca mexicana de frituras de maíz. Nuevas regulaciones nacionales prohibieron el uso de personajes en los empaques, por lo que se eliminó la mascota que había acompañado a la marca durante décadas. Se desarrolló una gran letra C como recurso gráfico central. La letra es tipográfica, lúdica y distintiva, y funciona en toda la gama de sabores. El diseño también puede adaptarse a los mercados locales. Cada empaque mide 132.5 mm de ancho por 250 mm de alto. La producción emplea impresión flexográfica sobre un sustrato metalizado.

The Recognition

About the A' Design Award de Plata

Cheetos Redesign Envase para Botanas ha ganado el A' Design Award de Plata, un reconocimiento extraordinariamente prestigioso concedido a diseños de gama alta, magníficos e impresionantes. Los ganadores de Plata son obras tremendamente brillantes y sumamente creativas que ilustran la destacada experiencia, el talento y la agudeza de sus diseñadores. Se espera que Cheetos Redesign Envase para Botanas sea una obra maravillosa y emblemática, notablemente profesional y profundamente innovadora. Este diseño ganador del A' Design Award de Plata es una invención muy notable y admirada que beneficia y hace avanzar las fronteras del arte, la ciencia, el diseño y la tecnología. Cheetos Redesign Envase para Botanas es una creación enormemente envidiada que evoca deseos, aporta sentimientos positivos y despierta asombro y admiración.

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