Cheetos Redesign स्न्याक फूड प्याकेजिङ by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award रजत पुरस्कार in प्याकेजिङ डिजाइन Competition Category.
रजतप्याकेजिङ· 2021
Cheetos Redesign स्न्याक फूड प्याकेजिङ
Client: PepsiCo International Mexico
A' Design Award रजत पुरस्कार Winner in प्याकेजिङ Category
- 34,777
- Verified Award Winner
- Verify Award Status for #122989
The Design
About Cheetos Redesign स्न्याक फूड प्याकेजिङ
चिटोस रिडिजाइन मेक्सिकोको एक मकैको स्न्याक ब्रान्डका लागि सिर्जना गरिएको स्न्याक फूड प्याकेजिङ डिजाइन हो। नयाँ राष्ट्रिय नियमहरूले प्याकेजिङमा क्यारेक्टरहरूको प्रयोगमा प्रतिबन्ध लगाएकाले, दीर्घकालदेखि प्रयोग हुँदै आएको म्यास्कट हटाइयो। केन्द्रीय ग्राफिक सम्पत्तिका रूपमा एउटा ठूलो अक्षर C विकसित गरियो। यो अक्षर टाइपोग्राफिक, रमाइलो र विशिष्ट छ, र यसले सम्पूर्ण फ्लेवर श्रृंखलामा काम गर्छ। यो डिजाइनलाई स्थानीय बजारका लागि पनि अनुकूलन गर्न सकिन्छ। प्रत्येक प्याक १३२.५ मिमी चौडाइ र २५० मिमी उचाइको छ। उत्पादनमा फोइल सब्सट्रेटमा फ्लेक्सोग्राफिक प्रिन्टिङको प्रयोग गरिन्छ।
The Recognition
About the A' Design Award रजत पुरस्कार
Cheetos Redesign स्न्याक फूड प्याकेजिङ A' Design Award रजत पुरस्कारको विजेता हो, सर्वोच्च श्रेणीका, सुन्दर र प्रभावशाली डिजाइनहरूलाई दिइने असाधारण रूपमा प्रतिष्ठित मान्यता। रजत विजेताहरू अत्यन्त चम्किला र धेरै सृजनशील कृतिहरू हुन्, जसले डिजाइनरहरूको उत्कृष्ट विशेषज्ञता, प्रतिभा र सूक्ष्म दृष्टि देखाउँछन्। Cheetos Redesign स्न्याक फूड प्याकेजिङ अद्भुत, आदर्श, अत्यन्त व्यावसायिक र गहिरो रूपमा नवीन कृति बन्नेछ भन्ने अपेक्षा छ। Cheetos Redesign स्न्याक फूड प्याकेजिङ धेरैले ईर्ष्या गर्ने रचना हो; यसले इच्छा जगाउँछ, सकारात्मक भावना ल्याउँछ र आश्चर्य तथा विस्मय पैदा गर्छ।
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
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
