Cheetos Redesign Primêre Funksje: Snackferpakking by Dennis Furniss

Cheetos Redesign Primêre Funksje: Snackferpakking by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award yn Sulver in Ferpakkingsûntwerp Competition Category.

SulverFerpakking· 2021

Cheetos Redesign Primêre Funksje: Snackferpakking

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award yn Sulver Winner in Ferpakking Category

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Colors

The Design

About Cheetos Redesign Primêre Funksje: Snackferpakking

Cheetos Redesign is in snackferpakkingsûntwerp makke foar in maisysnackmerk yn Meksiko. Nije nasjonale regeljouwing ferbea it gebrûk fan personaazjes op ferpakkingen, dus waard de langbesteande maskotte fuorthelle. In grutte letter C waard ûntwikkele as sintraal grafysk elemint. De letter is typografysk, boartlik en ûnderskiedend, en it wurket oer it folsleine oanbod fan smaken. It ûntwerp kin ek oanpast wurde foar lokale merken. Elke ferpakking is 132,5 mm breed en 250 mm heech. De produksje makket gebrûk fan flexografysk printsjen op in foaljesubstraat.

The Recognition

About the A' Design Award yn Sulver

Cheetos Redesign Primêre Funksje: Snackferpakking is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Cheetos Redesign Primêre Funksje: Snackferpakking wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Cheetos Redesign Primêre Funksje: Snackferpakking is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

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