Cheetos Redesign Fungsi Utama: Kemasan Panganan Camilan by Dennis Furniss

Cheetos Redesign Fungsi Utama: Kemasan Panganan Camilan by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Perak in Desain Bungkusan Competition Category.

PerakBungkusan· 2021

Cheetos Redesign Fungsi Utama: Kemasan Panganan Camilan

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award Perak Winner in Bungkusan Category

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Colors

The Design

About Cheetos Redesign Fungsi Utama: Kemasan Panganan Camilan

Cheetos Redesign yaiku desain kemasan panganan camilan kang digawe kanggo merek camilan jagung ing Meksiko. Aturan nasional anyar nglarang panganggone karakter ing kemasan, mula maskot kang wis suwe ana banjur dibusak. Aksara C kang gedhe dikembangake minangka aset grafis pusat. Aksara kasebut asipat tipografis, sportif lan mligi, sarta bisa dienggo ing sakabehe rasa kang kasedhiya. Desain iki uga bisa diadaptasi kanggo pasar lokal. Saben kemasan ukurane 132,5 mm ambane lan 250 mm dhuwure. Produksi nganggo cetak fleksografi ing substrat foil.

The Recognition

About the A' Design Award Perak

Cheetos Redesign Fungsi Utama: Kemasan Panganan Camilan menang A' Design Award Perak, pangenalan sing prestisius banget sing diparingake marang desain tingkat dhuwur, endah lan nggumunake. Pemenang Perak iku karya sing sumunar banget lan kreatif banget sing nggambarake kaprigelan, bakat lan kaweruh para desainer. Cheetos Redesign Fungsi Utama: Kemasan Panganan Camilan dikarepake dadi karya sing nggumunake, conto teladan, profesional banget lan inovatif banget. Desain sing menang A' Design Award Perak iki iku panemuan sing luar biasa banget lan dikagumi sing paring manfaat lan nyurung maju wates seni, sains, desain lan teknologi. Cheetos Redesign Fungsi Utama: Kemasan Panganan Camilan iku ciptaan sing akeh sing ngirenake sing nggugah kekarepan, nggawa perasaan positif lan nuwuhake gumun lan kagum.

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