Cheetos Redesign Ọrụ Bụ Isi: Ngwugwu Nri Nkịrịsinri by Dennis Furniss

Cheetos Redesign Ọrụ Bụ Isi: Ngwugwu Nri Nkịrịsinri by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Ihe Nrite A' Design Award nke Ọlaọcha in Nhazi Ngwungwu Competition Category.

ỌlaọchaNgwungwu· 2021

Cheetos Redesign Ọrụ Bụ Isi: Ngwugwu Nri Nkịrịsinri

by Dennis Furniss

Client: PepsiCo International Mexico

Ihe Nrite A' Design Award nke Ọlaọcha Winner in Ngwungwu Category

34,777

Verified Award Winner

Verify Award Status for #122989

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Cheetos Redesign Ọrụ Bụ Isi: Ngwugwu Nri Nkịrịsinri

Ihe Ọdịyo Cheetos bụ atụmatụ ngwugwu nri nkịrịsinri e kere maka otu ụlọ ọrụ nkịrịsinri ọka na Mexico. Iwu ọhụrụ nke mba machibidoro iji agwa dị iche iche na ngwugwu, ya mere e wepụrụ agwa a maara ama nke dịrịla ogologo oge. E mepụtara nnukwu mkpụrụedemede C dị ka isi ihe eserese. Mkpụrụedemede a bụ nke typographic, nke egwuregwu na nke pụrụ iche, ọ na-arụkwa ọrụ n'ọtụtụ ụdị ekpomeekpo niile. Enwere ike ime ka atụmatụ a dabara ahịa mpaghara. Ngwugwu nke ọ bụla ruru 132.5 mm n'obosara na 250 mm n'ịdị elu. Mmepụta na-eji obibi akwụkwọ flexographic na foil substrate.

The Recognition

About the Ihe Nrite A' Design Award nke Ọlaọcha

Cheetos Redesign Ọrụ Bụ Isi: Ngwugwu Nri Nkịrịsinri meriri A' Design Award nke Ọlaọcha, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa kachasị elu, mara mma ma na-eju anya. Ndị meriri na Ọlaọcha bụ ọrụ na-egbu maramara nke ukwuu ma dị oke nzụlite nke na-egosi ọmarịcha ihe ọmụma, talent na nghọta nke ndị designer ha. A na-atụ anya na Cheetos Redesign Ọrụ Bụ Isi: Ngwugwu Nri Nkịrịsinri ga-abụ ọrụ dị ịtụnanya, ihe nlereanya, nke dị oke ọrụ ma dị omimi n'ihe ọhụrụ. Design a meriri A' Design Award nke Ọlaọcha bụ ihe e mepụtara dị oke ịrịba ama, nke a na-eto nke na-erite uru ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. Cheetos Redesign Ọrụ Bụ Isi: Ngwugwu Nri Nkịrịsinri bụ ihe e kere eke ọtụtụ ndị na-ekwo ekworo ya nke na-akpali ọchịchọ, na-eweta mmetụta ọma ma na-akpali ịtụnanya.

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