Zilar Ontziketa · 2021
Cheetos Redesign Primary Function: Aperitiboentzako Ontziratzea
- Zilarrezko Saria A' Design Award 2021 in Ontziketa
- CLIENT: PepsiCo International Mexico
- Estimated Number of Design Views: 34,777
- Verification code E8470601B1 · Verify this award
Colors
About Cheetos Redesign Primary Function: Aperitiboentzako Ontziratzea
Cheetos Redesign Mexikoko arto-aperitibo marka batentzat sortutako aperitibo-ontziratzearen diseinua da. Estatuko araudi berriek ontzietan pertsonaien erabilera debekatu zutenez, aspaldiko maskota kendu egin zen. C letra handi bat garatu zen elementu grafiko nagusi gisa. Letra tipografikoa, jostalaria eta bereizgarria da, eta zapore-sorta osoan funtzionatzen du. Diseinua tokiko merkatuetara ere egokitu daiteke. Ontzi bakoitzak 132,5 mm-ko zabalera eta 250 mm-ko altuera ditu. Ekoizpenean inprimaketa flexografikoa erabiltzen da euskarri metaliko baten gainean.
About the Zilarrezko Saria A' Design Award
Cheetos Redesign Primary Function: Aperitiboentzako Ontziratzea Zilarrezko Saria A' Design Award irabazlea da, goi-mailako, zoragarriak eta liluragarriak diren diseinuei ematen zaien ezohiko aitorpen prestijiotsua. Zilar-mailako irabazleak lan oso distiratsuak eta sormen biziko lanak dira, beren diseinatzaileen aditutasun, talentu eta zorroztasun nabarmenak erakusten dituztenak. Cheetos Redesign Primary Function: Aperitiboentzako Ontziratzea erakusleiho-lan zoragarria, nabarmenki profesionala eta sakonki berritzailea izatea espero da. Zilarrezko Saria A' Design Award irabazi duen diseinu hau asmakizun oso nabarmena eta miretsia da, onura ekartzen duena eta artearen, zientziaren, diseinuaren eta teknologiaren mugak zabaltzen dituena. Cheetos Redesign Primary Function: Aperitiboentzako Ontziratzea jende askok inbidia duen sorkuntza da, desirak pizten dituena, sentimendu positiboak ekartzen dituena eta harridura eta txunditzea pizten dituena.
Press Kit
- 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.
- Image Credits
- All images are property of PepsiCo International
