Ajan Anbalaj · 2021
Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon
- A' Design Award Ajan 2021 in Anbalaj
- CLIENT: PepsiCo International Mexico
- Estimated Number of Design Views: 34,777
- Verification code E8470601B1 · Verify this award
Colors
About Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon
Cheetos Redesign se yon konsepsyon anbalaj manje kolasyon ki kreye pou yon mak kolasyon mayi nan Meksik. Nouvo règleman nasyonal yo te entèdi itilizasyon pèsonaj sou anbalaj yo, konsa maskòt ki te la depi lontan an te retire. Yon gwo lèt C te devlope kòm eleman grafik santral la. Lèt la se tipografik, jwe ak distenktif, epi li mache atravè tout gam gou yo. Konsepsyon an ka adapte tou pou mache lokal yo. Chak pake mezire 132.5 mm nan lajè ak 250 mm nan wotè. Pwodiksyon an itilize enprime fleksografik sou yon substra fèy.
About the A' Design Award Ajan
Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon se yon ganyan A' Design Award Ajan, yon rekonesans ki gen yon prestij enmans yo bay design nivo siperyè, bèl anpil e enpresyonan. Ganyan Ajan yo se travay ki trè briyan e ki trè kreyatif ki montre ekspètiz, talan ak finès designer yo. Yo atann Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon pou se yon bèl travay modèl, remakab nan pwofesyonalis e ki gen gwo inovasyon. Design sa a ki ganyen A' Design Award Ajan se yon envansyon trè remakab, admire ki pote benefis e ki pouse limit atizay, syans, design ak teknoloji. Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon se yon kreyasyon anpil moun jalou ki reveye dezi, ki pote santiman pozitif e ki limen sipriz ak mèvèy.
Press Kit
- 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.
- Image Credits
- All images are property of PepsiCo International
