Cheetos Redesign Primārā funkcija: Uzkodu iepakojums by Dennis Furniss

Cheetos Redesign Primārā funkcija: Uzkodu iepakojums by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Sudraba balva A' Design Award in Iepakojuma dizains Competition Category.

SudrabaIepakojums· 2021

Cheetos Redesign Primārā funkcija: Uzkodu iepakojums

by Dennis Furniss

Client: PepsiCo International Mexico

Sudraba balva A' Design Award Winner in Iepakojums Category

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Colors

The Design

About Cheetos Redesign Primārā funkcija: Uzkodu iepakojums

Cheetos pārdizains ir uzkodu iepakojuma dizains, kas radīts kukurūzas uzkodu zīmolam Meksikā. Jaunie nacionālie noteikumi aizliedza tēlu izmantošanu uz iepakojuma, tāpēc ilggadējais talismans tika noņemts. Kā centrālais grafiskais elements tika izstrādāts liels burts C. Burts ir tipogrāfisks, rotaļīgs un raksturīgs, un tas darbojas visā garšu klāstā. Dizainu var pielāgot arī vietējiem tirgiem. Katra iepakojuma platums ir 132,5 mm un augstums 250 mm. Ražošanā tiek izmantota fleksogrāfiskā drukāšana uz folijas substrāta.

The Recognition

About the Sudraba balva A' Design Award

Cheetos Redesign Primārā funkcija: Uzkodu iepakojums ir Sudraba balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir augstākās klases, krāšņiem un iespaidīgiem dizainiem. Sudraba ieguvēji ir ārkārtīgi spožas un ļoti radošas izpausmes, kas parāda to dizaineru izcilo kompetenci, talantu un asredzību. Sagaidāms, ka Cheetos Redesign Primārā funkcija: Uzkodu iepakojums būs lielisks, paraugdarbs, ļoti profesionāls un dziļi inovatīvs. Šis ar Sudraba balvu apbalvotais dizains ir ievērojams, apbrīnots izgudrojums, kas palīdz paplašināt mākslas, zinātnes, dizaina un tehnoloģiju robežas. Cheetos Redesign Primārā funkcija: Uzkodu iepakojums ir radījums, kam daudzi apskauž, kas modina vēlmes, rada pozitīvas izjūtas un raisa izbrīnu un apbrīnu.

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