Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Hiriwa in Hoahoa Takai Competition Category.
HiriwaTakai· 2021
Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai
Client: PepsiCo International Mexico
A' Design Award Hiriwa Winner in Takai Category
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- Verified Award Winner
- Verify Award Status for #122989
The Design
About Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai
Ko te Cheetos Redesign he hoahoa kōpaki kai māngai i hangaia mō tētahi tohu kai kānga i Mēhiko. Nā ngā ture ā-motu hou i aukati te whakamahinga o ngā kiripuaki ki runga i ngā kōpaki, nō reira ka tangohia te māngai kua roa nei e mau ana. I whakawhanakehia tētahi reta C nui hei rawa whakaahua matua. He momotuhi te reta, he takarokaro, he motuhake hoki, ā, ka pai tana mahi puta noa i te whānui o ngā reka katoa. Ka taea hoki te whakarite i te hoahoa mō ngā mākete ā-rohe. Ko te whānui o ia kōpaki he 132.5 mm, ko te teitei he 250 mm. Ka whakamahia te tā matarere ki runga i tētahi papatū konurewa mō te whakaputanga.
The Recognition
About the A' Design Award Hiriwa
Ko Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.
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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