Cheetos Redesign Ippakkjar ta' Ikel Snack by Dennis Furniss

Cheetos Redesign Ippakkjar ta' Ikel Snack by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Premju A' Design Award tal-Fidda in Disinn tal-Ippakkjar Competition Category.

FiddaIppakkjar· 2021

Cheetos Redesign Ippakkjar ta' Ikel Snack

by Dennis Furniss

Client: PepsiCo International Mexico

Premju A' Design Award tal-Fidda Winner in Ippakkjar Category

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Colors

The Design

About Cheetos Redesign Ippakkjar ta' Ikel Snack

Cheetos Redesign huwa disinn ta' ippakkjar ta' ikel snack maħluq għal ditta ta' snacks tal-qamħirrum fil-Messiku. Regolamenti nazzjonali ġodda pprojbew l-użu ta' karattri fuq l-ippakkjar, għalhekk il-maskotta li ilha teżisti tneħħiet. Ittra C kbira ġiet żviluppata bħala l-assi grafiku ċentrali. L-ittra hija tipografika, ġugarella u distintiva, u taħdem madwar il-firxa sħiħa tat-togħmiet. Id-disinn jista' wkoll jiġi adattat għas-swieq lokali. Kull pakkett ikejjel 132.5 mm fil-wisa' u 250 mm fl-għoli. Il-produzzjoni tuża stampar flessografiku fuq sustrat tal-fojl.

The Recognition

About the Premju A' Design Award tal-Fidda

Cheetos Redesign Ippakkjar ta' Ikel Snack huwa rebbieħ tal-Premju A' Design Award tal-Fidda, rikonoxximent prestiġjuż straordinarjament mogħti lil disinji tal-ogħla livell, sbieħ u impressjonanti. Ir-rebbieħa tal-Fidda huma xogħlijiet brillanti ħafna u kreattivi ħafna li juru l-għarfien espert, it-talent u l-aċċuratezza tad-disinjaturi tagħhom. Huwa mistenni li Cheetos Redesign Ippakkjar ta' Ikel Snack ikun xogħol mill-isbaħ, eżemplari, professjonali ħafna u innovattiv bil-fond. Dan id-disinn rebbieħ tal-Fidda huwa invenzjoni notevoli u mammirata li tikkontribwixxi biex jitwessgħu l-fruntieri tal-arti, ix-xjenza, id-disinn u t-teknoloġija. Cheetos Redesign Ippakkjar ta' Ikel Snack huwa ħolqien li ħafna jinvidjawh, li jqajjem ix-xewqat, iġib sentimenti pożittivi u joħloq tgħaġġib u mistagħġib.

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