Cheetos Redesign Primary Function: Kemasan Makanan Ringan by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Perak in Desain Kamasan Competition Category.
PerakKamasan· 2021
Cheetos Redesign Primary Function: Kemasan Makanan Ringan
Client: PepsiCo International Mexico
A' Design Award Perak Winner in Kamasan Category
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- Verified Award Winner
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The Design
About Cheetos Redesign Primary Function: Kemasan Makanan Ringan
Cheetos Redesign adolah desain kemasan makanan ringan nan dibuek untuak sabuah merek makanan ringan jaguang di Mexico. Paraturan nasional nan baru malarang pamakaian karakter di kemasan, mangko maskot nan lah lamo dipakai tu dihilangan. Sabuah huruf C nan gadang dikambangan sabagai aset grafik utamo. Huruf tu basifat tipografis, manyanangan, sarato khas, dan bisa dipakai di sadonyo rangkaian raso. Desain ko bisa pulo diubah suai untuak pasar lokal. Satiok kemasan ba ukuran leba 132,5 mm jo tinggi 250 mm. Produksi mamakai cetak fleksografi di ateh substrat foil.
The Recognition
About the A' Design Award Perak
Cheetos Redesign Primary Function: Kemasan Makanan Ringan adolah pamenang A' Design Award Perak, sabuah pangakuan nan luar biaso bapresti nan dibarikan ka rancangan tingkaik tatinggi, elok jo mangesankan. Pamenang Perak adolah karya nan sangaik cemerlang jo sangaik kreatif nan mamparlihatkan kapakaran, bakaik jo katajaman pikiran parancangnyo. Cheetos Redesign Primary Function: Kemasan Makanan Ringan dipaokan manjadi karya nan mangaguikan, contoh tauladan, sangaik profesional jo inovatif sacaro dalam. Rancangan nan manang Perak iko adolah panemuan nan nampak jo dikagumi nan mambari sumbangan untuak maluaskan batas seni, ilimu, rancangan jo teknologi. Cheetos Redesign Primary Function: Kemasan Makanan Ringan adolah ciptaan nan dicamburui banyak urang, nan mambangkikkan karinduan, mambaok parasaan positif jo malahiakan karagumon jo kakaguman.
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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