Cheetos Redesign Kemasan Makanan Ringan by Dennis Furniss

Cheetos Redesign Kemasan Makanan Ringan by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Perak in Desain Kemasan Competition Category.

PerakKemasan· 2021

Cheetos Redesign Kemasan Makanan Ringan

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award Perak Winner in Kemasan Category

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Verified Award Winner
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Colors

The Design

About Cheetos Redesign Kemasan Makanan Ringan

Cheetos Redesign adalah desain kemasan makanan ringan yang dibuat untuk sebuah merek makanan ringan berbahan jagung di Meksiko. Peraturan nasional yang baru melarang penggunaan karakter pada kemasan, sehingga maskot yang telah lama digunakan pun dihilangkan. Sebuah huruf C berukuran besar dikembangkan sebagai aset grafis utama. Huruf tersebut bersifat tipografis, bermain-main dan khas, serta dapat diterapkan pada seluruh rangkaian varian rasa. Desain ini juga dapat disesuaikan untuk pasar lokal. Setiap kemasan berukuran lebar 132,5 mm dan tinggi 250 mm. Proses produksi menggunakan cetak fleksografi pada substrat foil.

The Recognition

About the A' Design Award Perak

Cheetos Redesign Kemasan Makanan Ringan adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Cheetos Redesign Kemasan Makanan Ringan diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Cheetos Redesign Kemasan Makanan Ringan adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

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