Cheetos Redesign Идэштэн хүнсний баглаа боодол by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Мөнгөн шагнал in Савлагааны дизайн Competition Category.
МөнгөнСавлагаа· 2021
Cheetos Redesign Идэштэн хүнсний баглаа боодол
Client: PepsiCo International Mexico
A' Design Award Мөнгөн шагнал Winner in Савлагаа Category
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The Design
About Cheetos Redesign Идэштэн хүнсний баглаа боодол
Cheetos Redesign бол Мексик дэх эрдэнэ шишийн зууш үйлдвэрлэдэг брэндэд зориулан бүтээсэн зууш хүнсний баглаа боодлын дизайн юм. Шинэ үндэсний журмаар баглаа боодол дээр дүрс тэмдэг ашиглахыг хориглосон тул удаан хугацаанд хэрэглэж ирсэн бэлгэ тэмдгийг хассан. Төв график хэрэглэгдэхүүн болгож том C үсгийг боловсруулсан. Уг үсэг нь үсгэн бичлэгийн шинжтэй, тоглоомтой бөгөөд онцлог төрхтэй бөгөөд бүх амтны төрөлд ажилладаг. Дизайныг мөн орон нутгийн зах зээлд тохируулан өөрчлөх боломжтой. Багц бүр нь 132.5 мм өргөн, 250 мм өндөртэй. Үйлдвэрлэлд фольгон суурь дээр флексографик хэвлэлийг ашигладаг.
The Recognition
About the A' Design Award Мөнгөн шагнал
Cheetos Redesign Идэштэн хүнсний баглаа боодол нь A' Design Award Мөнгөн шагналын ялагч бөгөөд дээд зэргийн, гайхамшигтай, сэтгэл хөдөлгөм загварт олгодог онцгой нэр хүндтэй хүлээн зөвшөөрөлт юм. Мөнгөн ялагчид бол маш гялалзсан, маш бүтээлч ажил бөгөөд зохион бүтээгчдийн гарамгай мэдлэг, авьяас, нарийн мэдрэмжийг харуулдаг. Cheetos Redesign Идэштэн хүнсний баглаа боодол нь гайхалтай, үлгэр жишээ, маш мэргэжлийн, гүнзгий шинэлэг бүтээл болно гэж хүлээгддэг. Мөнгөн шагнал хүртсэн энэ загвар бол урлаг, шинжлэх ухаан, загвар, технологийн хил хязгаарыг тэлэхэд хувь нэмэр оруулдаг анхаарал татахуйц, биширсэн шинэ бүтээл юм. Cheetos Redesign Идэштэн хүнсний баглаа боодол бол олон хүний атаархал татдаг бүтээл бөгөөд хүслийг сэргээж, эерэг мэдрэмж авчирч, гайхшрал, биширлийг төрүүлдэг.
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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