Lay's x Stranger Things Te Whakapaketanga Kai by PepsiCo Design and Innovation

Lay's x Stranger Things Te Whakapaketanga Kai by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2023 A' Design Award Parahi in Hoahoa Putanga Motuhake me te Hoahoa Ritenga Competition Category.

ParahiPutanga Motuhake· 2023

Lay's x Stranger Things Te Whakapaketanga Kai

by PepsiCo Design and Innovation

A' Design Award Parahi Winner in Putanga Motuhake Category

42,666

Verified Award Winner

Verify Award Status for #149733

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lay's x Stranger Things Te Whakapaketanga Kai

Ko Lay's x Stranger Things he hoahoa whakapaketanga kai putanga iti i hangaia mō tētahi hua maramara riwai. Ka whakamahia e te pēke he papamuri pango me ngā porowhita ōrite whero e horapa atu ana mai i te waitohu o Lay's, hei whakakapi i te kōwhai kanapa o mua. E whakaatuhia ana tētahi ngārara nō te raupapa whakaari me ōna kauae tuwhera, ā, ko ngā matikara ka kitea me te āhua e pupuri ana i te pēke. Ko te waitohu o Stranger Things kua whakanohoia i raro, kei runga i te taumata, e whai ana i te kaupapa o te whakaaturanga. He hipi kānga wera e mura ana me tētahi maramara riwai hei tohu i te reka Flamin' Hot. I hokona te pēke i ētahi toa kua kōwhiritia i Thailand.

The Recognition

About the A' Design Award Parahi

Ko Lay's x Stranger Things Te Whakapaketanga Kai te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Lay's x Stranger Things Te Whakapaketanga Kai he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Lay's x Stranger Things Te Whakapaketanga Kai i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In a departure from the usual bright yellow the brand is known for; Lay’s x Stranger Things touts a dramatic black substrate with radiating red concentric circles emanating from the Lay’s logo. The infamous force of evil that is the Demorgon is depicted with jaws open and creepy claws appear to clutch the pack. Taking the show’s concept of ‘Upside Down’ quite literally, the Stranger Things logo appears upended at the bottom of the pack. Flavor cues are also present on pack as the team included a flaming chili pepper and Lay’s chip to indicate the Flamin’ Hot flavor.
Inspiration: The Stranger Things fan base is a devoted one with a global following, and they will happily immerse themselves in all things ‘Upside Down.’ Knowing this, Lay’s collaborated with Netflix to create limited edition packaging that would create excitement and build awareness for the much-anticipated launch of season 4. The Design Team turned traditional packaging design principles on their head to deliver a buzz-worthy and collectible Lay’s x Stranger Things design to delight the show’s fans. This cleverly inverted Lay’s design was exclusively available for purchase at 7-Eleven retail locations in Thailand.

Read the Press Release