Lay's More Belgian Really Impossible Envasado de alimentos by PepsiCo Design and Innovation

Lay's More Belgian Really Impossible Envasado de alimentos by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2023 A' Design Award de Plata in Diseño de Envases Competition Category.

PlataEnvases· 2023

Lay's More Belgian Really Impossible Envasado de alimentos

by PepsiCo Design and Innovation

Client: PepsiCo Design & Innovation

A' Design Award de Plata Winner in Envases Category

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Verified Award Winner

Verify Award Status for #149717

View at A' Design Award Press Release Award Badge

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The Design

About Lay's More Belgian Really Impossible Envasado de alimentos

Lay's More Belgian Really Impossible es un diseño de packaging de edición limitada para patatas fritas comercializadas en Bélgica. El envase presenta dos nuevos sabores locales desarrollados junto con Brussels Ketjep. Se invitó a los consumidores belgas a presentar conceptos de diseño con un marcado carácter local, y los dos conceptos más votados se incorporaron a los envases, acreditando a sus autores. El planteamiento responde a un mercado de snacks en el que las marcas locales ofrecen sabores y mensajes relevantes. El diseño busca retener a los compradores actuales de la marca Lay's y atraer a nuevos consumidores.

The Recognition

About the A' Design Award de Plata

Lay's More Belgian Really Impossible Envasado de alimentos 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 Lay's More Belgian Really Impossible Envasado de alimentos 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. Lay's More Belgian Really Impossible Envasado de alimentos 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 recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay’s brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay’s launched two new iconic and localized flavors for the Belgian market.
Inspiration: Lay’s decided to directly engage Belgian consumers in the design process by challenging them to come up with design concepts “so Belgian” that they would spark fun and capture authentic local insights. The two most voted designs would then have the honor of being featured and credited on #MoreBelgianisReallyImpossible limited edition packs and win 5000€ for their contributions.

Read the Press Release