Cheetos Redesign Pacáistíocht Bia Sneaiceanna by Dennis Furniss

Cheetos Redesign Pacáistíocht Bia Sneaiceanna by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Duais Airgid A' Design Award in Dealbhadh Pacaidh Competition Category.

AirgeadPacadh· 2021

Cheetos Redesign Pacáistíocht Bia Sneaiceanna

by Dennis Furniss

Client: PepsiCo International Mexico

Duais Airgid A' Design Award Winner in Pacadh Category

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Colors

The Design

About Cheetos Redesign Pacáistíocht Bia Sneaiceanna

Is éard atá i Cheetos Redesign ná dearadh pacáistíochta bia sneaiceanna a cruthaíodh do bhranda sneaiceanna arbhair i Meicsiceo. Chuir rialacháin náisiúnta nua cosc ar úsáid carachtar ar phacáistíocht, mar sin baineadh an mascat a bhí ann le fada an lá. Forbraíodh litir mhór C mar phríomhshócmhainn ghrafach. Tá an litir clóghrafach, spraíúil agus sainiúil, agus feidhmíonn sí ar fud an raoin bhlasanna iomláin. Is féidir an dearadh a chur in oiriúint do mhargaí áitiúla freisin. Tá gach paca 132.5 mm ar leithead agus 250 mm ar airde. Baineann an táirgeadh úsáid as priontáil sholúbtha ar shubstráit scragaill.

The Recognition

About the Duais Airgid A' Design Award

Tha Cheetos Redesign Pacáistíocht Bia Sneaiceanna air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Cheetos Redesign Pacáistíocht Bia Sneaiceanna na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Cheetos Redesign Pacáistíocht Bia Sneaiceanna na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

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