Cheetos Redesign ບັນຈຸພັນອາຫານຫວ່າງ by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award ລະດັບເງິນ in ການອອກແບບບັນຈຸພັນ Competition Category.
ເງິນບັນຈຸພັນ· 2021
Cheetos Redesign ບັນຈຸພັນອາຫານຫວ່າງ
Client: PepsiCo International Mexico
A' Design Award ລະດັບເງິນ Winner in ບັນຈຸພັນ Category
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- Verified Award Winner
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The Design
About Cheetos Redesign ບັນຈຸພັນອາຫານຫວ່າງ
Cheetos Redesign ແມ່ນການອອກແບບບັນຈຸພັນອາຫານຫວ່າງທີ່ສ້າງຂຶ້ນສຳລັບຍີ່ຫໍ້ອາຫານຫວ່າງທີ່ເຮັດຈາກສາລີໃນປະເທດແມັກຊິໂກ. ລະບຽບການລະດັບຊາດສະບັບໃໝ່ໄດ້ຫ້າມການໃຊ້ຕົວລະຄອນໃສ່ບັນຈຸພັນ, ດັ່ງນັ້ນ ຕົວມາສຄອດທີ່ມີມາຍາວນານຈຶ່ງໄດ້ຖືກຖອດອອກ. ໄດ້ພັດທະນາຕົວອັກສອນ C ຂະໜາດໃຫຍ່ໃຫ້ເປັນອົງປະກອບກຣາຟິກຫຼັກ. ຕົວອັກສອນນີ້ເປັນແບບຕົວພິມ, ມ່ວນຊື່ນ ແລະ ໂດດເດັ່ນ, ແລະ ມັນໃຊ້ໄດ້ກັບທຸກລົດຊາດຢ່າງຄົບຖ້ວນ. ການອອກແບບຍັງສາມາດປັບໃຫ້ເໝາະສົມກັບຕະຫຼາດທ້ອງຖິ່ນໄດ້ອີກ. ແຕ່ລະຫໍ່ມີຄວາມກວ້າງ 132.5 ມມ ແລະ ຄວາມສູງ 250 ມມ. ການຜະລິດໃຊ້ການພິມແບບເຟຼັກໂຊກຣາຟິກ (flexographic) ເທິງວັດຖຸຮອງຮັບທີ່ເປັນແຜ່ນຟອຍ.
The Recognition
About the A' Design Award ລະດັບເງິນ
Cheetos Redesign ບັນຈຸພັນອາຫານຫວ່າງ ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບເງິນ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສູງເປັນພິເສດສຳລັບການອອກແບບຊັ້ນສູງ ທີ່ງົດງາມ ແລະ ປະທັບໃຈ. ຜູ້ຊະນະລະດັບເງິນແມ່ນຜົນງານທີ່ເຈີດຈ້າ ແລະ ສ້າງສັນຫຼາຍ ທີ່ສະແດງເຖິງຄວາມຊຳນານ ພອນສະຫວັນ ແລະ ຄວາມຄົມຄາຍຂອງຜູ້ອອກແບບ. Cheetos Redesign ບັນຈຸພັນອາຫານຫວ່າງ ຖືກຄາດວ່າຈະເປັນຜົນງານແບບຢ່າງ ທີ່ເປັນມືອາຊີບຢ່າງຍິ່ງ ແລະ ມີນະວັດຕະກຳທີ່ເລິກເຊິ່ງ. ການອອກແບບທີ່ຊະນະລະດັບເງິນນີ້ແມ່ນການປະດິດທີ່ໂດດເດັ່ນ ແລະ ໄດ້ຮັບການຍົກຍ້ອງ ທີ່ປະກອບສ່ວນຂະຫຍາຍຂອບເຂດຂອງສິລະປະ ວິທະຍາສາດ ການອອກແບບ ແລະ ເຕັກໂນໂລຊີ. Cheetos Redesign ບັນຈຸພັນອາຫານຫວ່າງ ເປັນຜົນງານທີ່ຫຼາຍຄົນອິດສາ ປຸກຄວາມປາດຖະໜາ ນຳຄວາມຮູ້ສຶກທາງບວກ ແລະ ກໍ່ໃຫ້ເກີດຄວາມອັດສະຈັນໃຈ.
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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