Cheetos Redesign Función principal: Envase de aperitivos de Dennis Furniss

O deseño Cheetos Redesign Función principal: Envase de aperitivos de Dennis Furniss é un estimado gañador do moi prestixioso 2021 A' Design Award de Prata na Categoría de Competición Deseño de Envases.

PrataEnvases· 2021

Cheetos Redesign Función principal: Envase de aperitivos

de Dennis Furniss

Cliente: PepsiCo International Mexico

Gañador do A' Design Award de Prata na Categoría Envases

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O Deseño

Sobre Cheetos Redesign Función principal: Envase de aperitivos

Cheetos Redesign é un deseño de envase de aperitivos creado para unha marca mexicana de aperitivos de millo. As novas regulacións nacionais prohibiron o uso de personaxes nos envases, polo que se eliminou a mascota que existía dende hai tempo. Desenvolveuse unha gran letra C como elemento gráfico central. A letra é tipográfica, divertida e distintiva, e funciona en toda a gama de sabores. O deseño tamén se pode adaptar aos mercados locais. Cada envase mide 132,5 mm de ancho e 250 mm de alto. A produción emprega impresión flexográfica sobre un substrato de folla metálica.

O Recoñecemento

Sobre o A' Design Award de Prata

Cheetos Redesign Función principal: Envase de aperitivos gañou o A' Design Award de Prata, un recoñecemento enormemente prestixioso outorgado a deseños de gama alta, fermosos e impresionantes. Os gañadores Prata son obras tremendamente brillantes e sumamente creativas que ilustran a pericia, o talento e a agudeza sobresaíntes dos seus deseñadores. Espérase que Cheetos Redesign Función principal: Envase de aperitivos sexa unha obra marabillosa, escaparate de oficio, notablemente profesional e profundamente innovadora. Este deseño gañador do A' Design Award de Prata é unha invención moi notable e admirada que beneficia e fai avanzar os límites da arte, a ciencia, o deseño e a tecnoloxía. Cheetos Redesign Función principal: Envase de aperitivos é unha creación moi envexada que esperta desexos, achega sentimentos positivos e prende asombro e marabilla.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

Propiedades Únicas: 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?
Dimensións e Embalaxe: width 132.5 mm x height 250 mm
Etiquetas: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Tecnoloxía de Produción: Flexo printing over foil substrate.
Reto de Deseño: 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?
Investigación: 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.
Inspiración: 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.
Duración do Proxecto: Mexico, initiated, completed, and launched in 2020
Fluxo de Operacións: 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.
Membros do Equipo: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Créditos das Imaxes: All images are property of PepsiCo International