Disainilahendus Cheetos Redesign Primaarne funktsioon: Suupistetoodete pakendamine, autor Dennis Furniss

Disainilahendus Cheetos Redesign Primaarne funktsioon: Suupistetoodete pakendamine, mille autor on Dennis Furniss, on kõrgelt hinnatud 2021 auhinna Hõbeauhind A' Design Award võitja konkursi kategoorias Pakendidisain.

HõbePakend· 2021

Cheetos Redesign Primaarne funktsioon: Suupistetoodete pakendamine

disainer: Dennis Furniss

Klient: PepsiCo International Mexico

Auhind Hõbeauhind A' Design Award kategoorias Pakend

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Teosest Cheetos Redesign Primaarne funktsioon: Suupistetoodete pakendamine

Cheetos Redesign on suupistetoodete pakendidisain, mis loodi Mehhiko maisisuupistete brändile. Uued riiklikud eeskirjad keelasid tegelaskujude kasutamise pakenditel, mistõttu eemaldati kaua kasutusel olnud maskott. Keskseks graafiliseks elemendiks töötati välja suur täht C. Täht on tüpograafiline, mänguline ja eristuv ning sobib kogu maitsevalikuga. Disaini saab kohandada ka kohalikele turgudele. Iga pakend on 132,5 mm lai ja 250 mm kõrge. Tootmisel kasutatakse fleksotrükki fooliumalusel.

Tunnustus

Auhinnast Hõbeauhind A' Design Award

Cheetos Redesign Primaarne funktsioon: Suupistetoodete pakendamine on Hõbeauhinna A' Design Award võitja, ülimalt prestiižikas tunnustus, mis antakse tipptasemel, suurepärastele ja muljetavaldavatele disainidele. Hõbevõitjad on ülimalt säravad ja erakordselt loovad tööd, mis illustreerivad oma disainerite silmapaistvat kogemust, annet ja teravmeelsust. Cheetos Redesign Primaarne funktsioon: Suupistetoodete pakendamine peaks olema imeline, eeskujulik töö, mis on märkimisväärselt professionaalne ja sügavalt uuenduslik. See Hõbeauhinna A' Design Award võidudisain on väga tähelepanuväärne, imetletud leiutis, mis toob kasu ning nihutab kunsti, teaduse, disaini ja tehnoloogia piire. Cheetos Redesign Primaarne funktsioon: Suupistetoodete pakendamine on laialdaselt kadestatud looming, mis äratab soove, tekitab positiivseid tundeid ning süütab hämmastust ja imestust.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: 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?
Mõõtmed ja pakend: width 132.5 mm x height 250 mm
Sildid: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Tootmistehnoloogia: Flexo printing over foil substrate.
Disainiülesanne: 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?
Uurimistöö: 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.
Inspiratsioon: 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.
Projekti kestus: Mexico, initiated, completed, and launched in 2020
Tööprotsess: 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.
Meeskonnaliikmed: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Piltide autorid: All images are property of PepsiCo International