Cheetos Redesign Primary Function: Ntim Khoom Noj Txom Ncauj los ntawm Dennis Furniss

Qhov qauv tsim Cheetos Redesign Primary Function: Ntim Khoom Noj Txom Ncauj los ntawm Dennis Furniss yog tus yeej muaj nqis heev ntawm qhov khoom plig 2021 A' Design Award Nyiaj hauv Pawg Sib Tw Tsim Ntim Khoom.

NyiajNtim Khoom· 2021

Cheetos Redesign Primary Function: Ntim Khoom Noj Txom Ncauj

los ntawm Dennis Furniss

Tus Neeg Siv: PepsiCo International Mexico

Tus Yeej A' Design Award Nyiaj hauv Pawg Ntim Khoom

34,777

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #122989

Mus Saib Lub Vev Xaib Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Cheetos Redesign Primary Function: Ntim Khoom Noj Txom Ncauj

Cheetos Redesign yog ib qho kev tsim ntim khoom noj txom ncauj tsim rau ib lub npe khoom noj txom ncauj pob kws hauv Mexico. Cov cai tshiab ntawm lub tebchaws tau txwv tsis pub siv cov cim neeg rau ntawm cov ntim khoom, yog li tus qauv cim neeg uas nyob ntev tau raug tshem tawm. Ib tug ntawv loj C tau raug tsim los ua cov duab qhia tseem ceeb hauv nruab nrab. Tus ntawv no yog typographic, ua si thiab tshwj xeeb, thiab nws siv tau rau txhua yam saj txhua yam. Qhov kev tsim no kuj tuaj yeem hloov kho rau cov khw hauv zos. Txhua lub ntim ntsuas 132.5 mm dav thiab 250 mm siab. Kev tsim khoom siv flexographic luam ntawv rau ntawm daim foil substrate.

Qhov Lees Paub

Txog A' Design Award Nyiaj

Cheetos Redesign Primary Function: Ntim Khoom Noj Txom Ncauj yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Cheetos Redesign Primary Function: Ntim Khoom Noj Txom Ncauj xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Cheetos Redesign Primary Function: Ntim Khoom Noj Txom Ncauj yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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?
Qhov Loj & Ntim: width 132.5 mm x height 250 mm
Cov Ntsiab Lus: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Thev Naus Laus Zis Tsim Khoom: Flexo printing over foil substrate.
Kev Sib Tw Tsim Qauv: 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?
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: Mexico, initiated, completed, and launched in 2020
Txheej Txheem Ua Hauj Lwm: 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.
Cov Tswv Cuab Pab: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Kev Qhuas Duab: All images are property of PepsiCo International