Cheetos Redesign Príomhfheidhm: Pacáistíocht Bhia Sneaice by Dennis Furniss

Cheetos Redesign Príomhfheidhm: Pacáistíocht Bhia Sneaice by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Duais Airgid A' Design Award in Dearadh Pacáistíochta Competition Category.

AirgeadPacáistíocht· 2021

Cheetos Redesign Príomhfheidhm: Pacáistíocht Bhia Sneaice

by Dennis Furniss

Client: PepsiCo International Mexico

Duais Airgid A' Design Award Winner in Pacáistíocht Category

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Colors

The Design

About Cheetos Redesign Príomhfheidhm: Pacáistíocht Bhia Sneaice

Is éard atá in Cheetos Redesign ná dearadh pacáistíochta bia sneaice a cruthaíodh do bhranda sneaice arbhair i Meicsiceo. Chuir rialacháin náisiúnta nua cosc ar úsáid carachtar ar phacáistíocht, agus mar sin baineadh an mascat a bhí ann le fada. Forbraíodh an litir mhór C mar phríomhshócmhainn ghrafach. Tá an litir tíopagrafach, spraíúil agus sainiúil, agus feidhmíonn sí ar fud an raoin blas iomláin. Is féidir an dearadh a oiriúnú freisin do mhargaí áitiúla. Tá gach paca 132.5 mm ar leithead agus 250 mm ar airde. Úsáideann an táirgeadh priontáil fhleiseagrafach ar fhoshraith scragaill.

The Recognition

About the Duais Airgid A' Design Award

Bhuaigh an dearadh Cheetos Redesign Príomhfheidhm: Pacáistíocht Bhia Sneaice Duais Airgid A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí ardchaighdeáin, álainn agus drámatach. Is saothair thar a bheith drithleacha agus an-chruthaitheach iad buaiteoirí Airgid a léiríonn saineolas, tallann agus géarchúis shármhaith a ndearthóirí. Táthar ag súil go mbeidh an dearadh Cheetos Redesign Príomhfheidhm: Pacáistíocht Bhia Sneaice ina shaothar iontach, ina léiriú sampla, thar a bheith gairmiúil agus go domhain nuálach. Is aireagán an-suntasach, ionadmhuirthe é an dearadh seo a bhuaigh Duais Airgid A' Design Award a dhéanann leas do theorainneacha na healaíne, na heolaíochta, an deartha agus na teicneolaíochta agus a chuireann chun cinn iad. Is cruthú é an dearadh Cheetos Redesign Príomhfheidhm: Pacáistíocht Bhia Sneaice a bhfuil formad mór leis, a mhúsclaíonn mianta, a thugann mothúcháin dhearfacha agus a adhnann iontas agus ionadh.

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