Cheetos Redesign Primary Function: پاکەتکردنی خۆراکی سناک لەلایەن Dennis Furniss

دیزاینی Cheetos Redesign Primary Function: پاکەتکردنی خۆراکی سناک لەلایەن Dennis Furniss خەڵاتگرێکی بەناوبانگی خەڵاتی شکۆمەندی 2021 Xelata A' Design Award a Zîvîn لە پۆلی پێشبڕکێی Dîzayna Pakêtkirinê.

ZîvPakêtkirin· 2021

Cheetos Redesign Primary Function: پاکەتکردنی خۆراکی سناک

لەلایەن Dennis Furniss

کڕیار: PepsiCo International Mexico

خەڵاتگری Xelata A' Design Award a Zîvîn لە پۆلی Pakêtkirin

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سەردانی ماڵپەڕ بینین لە A' Design Award ڕاگەیاندنی چاپەمەنی نیشانەی خەڵات

ڕەنگەکان

دیزاینەکە

دەربارەی Cheetos Redesign Primary Function: پاکەتکردنی خۆراکی سناک

Book Text: دیزاینی نوێی چیتۆس دیزاینێکی پاکەتکردنی خۆراکی سناکە کە بۆ براندێکی سناکی گەنمەشامی لە مەکسیکۆ دروستکراوە. یاسا نیشتمانییە نوێیەکان بەکارهێنانی کاراکتەرەکانیان لەسەر پاکەت قەدەغە کرد، بۆیە ئەو مامۆستا (ماسکۆت)ە دێرینە لابرا. پیتێکی گەورەی C وەک سەرچاوەی سەرەکی گرافیکی دروستکرا. پیتەکە تایپۆگرافیک، یاریدەریانە و جیاوازە، و لەگەڵ هەموو گەمەی تامەکاندا کاردەکات. دیزاینەکە هەروەها دەکرێت بۆ بازاڕە خۆماڵییەکان بگونجێنرێت. هەر پاکەتێک ٢٣٥٫٥ ملم پانی و ٢٥٠ ملم بەرزی هەیە. بەرهەمهێنانەکە چاپی فلێکسۆگرافیک لەسەر بنکەیەکی فۆیل بەکاردەهێنێت.

پێناسەکردن

دەربارەی Xelata A' Design Award a Zîvîn

Cheetos Redesign Primary Function: پاکەتکردنی خۆراکی سناک xelatgirê Xelata A' Design Award a Zîvîn e, nasîneke bi awayekî awarte bi prestîj ku ji sêwiranên di asta herî bilind de, xweşik û bibandor re tê dayîn. Xelatgirên Zîvînê karên pir birûsk û pir afirîner in, yên ku pisporiya hêja, jêhatîbûn û zîrekiya sêwiranerên xwe nîşan didin. Tê hêvîkirin ku Cheetos Redesign Primary Function: پاکەتکردنی خۆراکی سناک karekî mînak, pir pîşekar û bi kûrahî nûjen be. Ev sêwirana bi Zîvînê serketî vedîtineke berbiçav û hatiye sitayişkirin e ku ji bo fireh kirina sînorên huner, zanist, sêwiran û teknolojiyê tevkarî dike. Cheetos Redesign Primary Function: پاکەتکردنی خۆراکی سناک afirandinek e ku gelek kes çavê xwe lê dikin, daxwazan şiyar dike, hestên erênî tîne û heyirînê çêdike.

لە پشت دیزاینەوە

کیتی چاپەمەنی

باوەڕپێکراوەکان، ئەندامانی تیم و وردەکاری تەکنیکی کە لەلایەن دیزاینەرەوە پێشکەش کراون.

تایبەتمەندییە تایبەتەکان: 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?
قەبارە و پاکێج: width 132.5 mm x height 250 mm
تاگەکان: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
تەکنەلۆژیای بەرهەمهێنان: Flexo printing over foil substrate.
هەڵەنگاندنی دیزاین: 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?
توێژینەوە: 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.
ئیلهام: 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.
ماوەی پڕۆژە: Mexico, initiated, completed, and launched in 2020
ڕێڕەوی کارکردن: 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.
ئەندامانی تیم: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
کرێدیتی وێنەکان: All images are property of PepsiCo International