Perak Pembungkusan · 2021
Cheetos Redesign Fungsi Utama: Pembungkusan Makanan Ringan
- A' Design Award Perak 2021 in Pembungkusan
- CLIENT: PepsiCo International Mexico
- Estimated Number of Design Views: 34,777
- Verification code E8470601B1 · Verify this award
Colors
About Cheetos Redesign Fungsi Utama: Pembungkusan Makanan Ringan
Reka bentuk semula Cheetos ialah reka bentuk pembungkusan makanan ringan yang dicipta untuk sebuah jenama makanan ringan jagung di Mexico. Peraturan kebangsaan yang baharu mengharamkan penggunaan watak pada pembungkusan, maka maskot yang telah lama digunakan itu ditanggalkan. Sebuah huruf C yang besar dibangunkan sebagai aset grafik utama. Huruf ini bersifat tipografik, ceria dan tersendiri, serta sesuai digunakan merentasi keseluruhan rangkaian perisa. Reka bentuk ini juga boleh disesuaikan untuk pasaran tempatan. Setiap pek berukuran lebar 132.5 mm dan tinggi 250 mm. Pengeluaran menggunakan percetakan fleksografik pada substrat foil.
About the A' Design Award Perak
Cheetos Redesign Fungsi Utama: Pembungkusan Makanan Ringan ialah pemenang A' Design Award Perak, pengiktirafan yang sangat berprestij yang dianugerahkan kepada reka bentuk bertaraf tinggi, indah dan mengagumkan. Pemenang Perak ialah karya yang amat cemerlang dan sangat kreatif yang menggambarkan kepakaran, bakat dan ketajaman fikiran yang luar biasa pereka bentuknya. Cheetos Redesign Fungsi Utama: Pembungkusan Makanan Ringan diharapkan menjadi karya yang menakjubkan, contoh teladan, sangat profesional dan sangat inovatif. Reka bentuk pemenang A' Design Award Perak ini ialah ciptaan yang sangat ketara dan dikagumi yang memberi manfaat kepada dan memajukan batas seni, sains, reka bentuk dan teknologi. Cheetos Redesign Fungsi Utama: Pembungkusan Makanan Ringan ialah ciptaan yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif dan mencetuskan rasa hairan serta kagum.
Press Kit
- 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.
- Image Credits
- All images are property of PepsiCo International
