Lay's x Stranger Things Fiedselferpakking by PepsiCo Design and Innovation

Lay's x Stranger Things Fiedselferpakking by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2023 A' Design Award yn Brûns in Beheinde Edysje en Oanpast Ûntwerp Competition Category.

BrûnsBeheinde Edysje· 2023

Lay's x Stranger Things Fiedselferpakking

by PepsiCo Design and Innovation

A' Design Award yn Brûns Winner in Beheinde Edysje Category

42,666

Verified Award Winner

Verify Award Status for #149733

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lay's x Stranger Things Fiedselferpakking

Lay's x Stranger Things is in ferpakkingsûntwerp yn beheinde oplage dat makke is foar in produkt fan patat chips. De ferpakking brûkt in swarte eftergrûn mei reade konsintryske sirkels dy't útstriele fan it Lay's-logo, ynstee fan it gewoane felle giel. In wêzen út de searje wurdt sjen litten mei iepen kaken, en klauwen liket de ferpakking fêst te hâlden. It Stranger Things-logo is ûndersteboppe pleatst oan de ûnderkant, neffens it tema fan de show. In brânende chilipeper en in chip jouwe de Flamin' Hot-smaak oan. De ferpakking waard ferkocht yn selektearre winkels yn Tailân.

The Recognition

About the A' Design Award yn Brûns

Lay's x Stranger Things Fiedselferpakking is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Lay's x Stranger Things Fiedselferpakking wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Lay's x Stranger Things Fiedselferpakking foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In a departure from the usual bright yellow the brand is known for; Lay’s x Stranger Things touts a dramatic black substrate with radiating red concentric circles emanating from the Lay’s logo. The infamous force of evil that is the Demorgon is depicted with jaws open and creepy claws appear to clutch the pack. Taking the show’s concept of ‘Upside Down’ quite literally, the Stranger Things logo appears upended at the bottom of the pack. Flavor cues are also present on pack as the team included a flaming chili pepper and Lay’s chip to indicate the Flamin’ Hot flavor.
Inspiration: The Stranger Things fan base is a devoted one with a global following, and they will happily immerse themselves in all things ‘Upside Down.’ Knowing this, Lay’s collaborated with Netflix to create limited edition packaging that would create excitement and build awareness for the much-anticipated launch of season 4. The Design Team turned traditional packaging design principles on their head to deliver a buzz-worthy and collectible Lay’s x Stranger Things design to delight the show’s fans. This cleverly inverted Lay’s design was exclusively available for purchase at 7-Eleven retail locations in Thailand.

Read the Press Release