Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā by Dennis Furniss

Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Kala in Hoʻolālā ʻUhi Competition Category.

KalaʻUhi· 2021

Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award Kala Winner in ʻUhi Category

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Colors

The Design

About Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā

Book Text: ʻO ka Hoʻoponopono Hou ʻana o Cheetos he hoʻolālā wahī ʻai māmā i hana ʻia no kekahi hōʻailona ʻai māmā kulina ma Mekiko. Ua pāpā nā lula aupuni hou i ka hoʻohana ʻana i nā moʻolelo kanaka ma nā wahī, no laila ua wehe ʻia ka meʻe hoʻohālikelike i kū loa ai. Ua kūkulu ʻia kekahi hua palapala nui ʻo C i waiwai kiʻi kikowaena. He hua palapala ʻano kikokikona ka hua palapala, pāʻani a ʻokoʻa, a hana ia ma nā ʻano ʻono a pau. Hiki nō ke hoʻololi ʻia ka hoʻolālā no nā mākeke kūloko. He 132.5 mm ka laulā o kēlā me kēia wahī a he 250 mm ke kiʻekiʻe. Hoʻohana ka hana ʻana i ka paʻi flexographic ma luna o kahi kumu foil.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

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