Cheetos Redesign Primärfunktioun: Snack-Liewensmëttelverpackung vum Dennis Furniss

D'Wierk Cheetos Redesign Primärfunktioun: Snack-Liewensmëttelverpackung vum Designer Dennis Furniss ass en héich geschätzten Gewënner vum prestigiéisen 2021 A' Design Award an Sëlwer an der Wettbewerbskategorie Verpackungsdesign.

SëlwerVerpackung· 2021

Cheetos Redesign Primärfunktioun: Snack-Liewensmëttelverpackung

vum Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award an Sëlwer Gewënner an der Kategorie Verpackung

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Säit besichen Kuckt beim A' Design Award Pressemëtteelung Award Badge

Faarwen

Den Design

Iwwer Cheetos Redesign Primärfunktioun: Snack-Liewensmëttelverpackung

Cheetos Redesign ass en Design fir Snack-Liewensmëttelverpackung, deen fir eng Mais-Snack-Mark a Mexiko erstallt gouf. Nei national Reglementer hunn d'Benotzung vu Personnagen op der Verpackung verbueden, sou datt de laangjärege Maskottchen ewechgeholl gouf. E grousse Buschtaf C gouf als zentrale grafeschen Element entwéckelt. De Buschtaf ass typographesch, verspillt an ënnerscheedbar, an hie funktionéiert iwwer déi ganz Palette vu Goûten. Den Design kann och fir lokal Mäert ugepasst ginn. All Verpackung mëasst 132,5 mm an der Breet an 250 mm an der Héicht. D'Produktioun benotzt Flexodrock op engem Folie-Substrat.

D'Unerkennung

Iwwer den A' Design Award an Sëlwer

Cheetos Redesign Primärfunktioun: Snack-Liewensmëttelverpackung ass e Gewënner vum A' Design Award an Sëlwer, enger aussergewéinlech prestigiéiser Unerkennung, déi un Designe vun der héchster Qualitéit, prächteg a beandrockend vergi gëtt. Sëlwer-Gewënner si bemierkenswäert brillant a ganz kreativ Wierker, déi d'erausragend Expertise, d'Talent an d'Schaarfsënnegkeet vun hire Designer weisen. Et gëtt erwaart, datt Cheetos Redesign Primärfunktioun: Snack-Liewensmëttelverpackung e wonnerbart, mustergëlteg, bemierkenswäert professionellt an déif innovatiivt Wierk ass. Dëst mam Sëlwer ausgezeechent Design ass eng bemierkenswäert, bewonnert Erfindung, déi dozou bäidréit, d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie ze erweideren. Cheetos Redesign Primärfunktioun: Snack-Liewensmëttelverpackung ass eng Kreatioun, op déi vill neidesch sinn, déi Wënsch erweckt, positiv Gefiller bréngt an Erstaunen a Wonner erweckt.

Hannert dem Design

Press Kit

Credits, Teammemberen an technesch Detailer vum Designer zur Verfügung gestallt.

Eenzegaarteg Eegeschaften: 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?
Dimensiounen & Verpackung: width 132.5 mm x height 250 mm
Tags: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Produktiounstechnologie: Flexo printing over foil substrate.
Design Erausfuerderung: 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?
Fuerschung: 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.
Inspiratioun: 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.
Projetdauer: Mexico, initiated, completed, and launched in 2020
Operatiounsablaf: 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.
Teammemberen: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Bildnoweis: All images are property of PepsiCo International