Cheetos Redesign Primary Function: Жеңил тамактардын таңгагы by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Күмүш байгеси in Таңгактоо Дизайны Competition Category.
КүмүшТаңгактоо· 2021
Cheetos Redesign Primary Function: Жеңил тамактардын таңгагы
Client: PepsiCo International Mexico
A' Design Award Күмүш байгеси Winner in Таңгактоо Category
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- Verified Award Winner
- Verify Award Status for #122989
The Design
About Cheetos Redesign Primary Function: Жеңил тамактардын таңгагы
Cheetos Redesign — Мексикадагы жүгөрү даярдамаларын чыгаруучу бренд үчүн иштелип чыккан жеңил тамактын таңгак дизайны. Жаңы улуттук эрежелер таңгакта каармандарды колдонууга тыюу салгандыктан, көптөн бери колдонулуп келген маскот алынып салынган. Борбордук графикалык элемент катары чоң «C» тамгасы иштелип чыккан. Тамга типографиялык, шаттуу жана өзгөчө болуп, даамдардын толук чөйрөсүндө иштейт. Дизайнды жергиликтүү базарларга да ыңгайлаштырууга болот. Ар бир таңгак 132,5 мм туурасынан жана 250 мм бийиктигинен турат. Өндүрүштө фольга негизинде флексографиялык басып чыгаруу колдонулат.
The Recognition
About the A' Design Award Күмүш байгеси
Cheetos Redesign Primary Function: Жеңил тамактардын таңгагы – A' Design Award Күмүш байгесинин жеңүүчүсү, жогорку деңгээлдеги, көркөм жана таасирдүү дизайндарга берилген өзгөчө бедели жогору таануу. Күмүш жеңүүчүлөр – өтө тамаша жана абдан чыгармачыл иштер, алар авторлорунун мыкты билимин, талантын жана сезгичтигин көрсөтөт. Cheetos Redesign Primary Function: Жеңил тамактардын таңгагы сонун, үлгүлүү, өзгөчө кесипкөй жана терең жаңычыл чыгарма болот деп күтүлөт. Бул Күмүш байгени жеңген дизайн – искусство, илим, дизайн жана технологиянын чек араларын кеңейтүүгө салым кошкон көрүнүктүү ойлоп табуу. Cheetos Redesign Primary Function: Жеңил тамактардын таңгагы баардыгы кызыккан чыгарма, ал каалоону ойготот, жагымдуу сезимдерди алып келет жана таң калуу менен суктанууну жаратат.
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
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