Cheetos Redesign Kutakata kwa Chakudya Chotafuna by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Mphoto ya Siliva ya A' Design Award in Mapangidwe a Mapaketi Competition Category.
SilivaMapaketi· 2021
Cheetos Redesign Kutakata kwa Chakudya Chotafuna
Client: PepsiCo International Mexico
Mphoto ya Siliva ya A' Design Award Winner in Mapaketi Category
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- Verified Award Winner
- Verify Award Status for #122989
The Design
About Cheetos Redesign Kutakata kwa Chakudya Chotafuna
Cheetos Redesign ndi kutakata kwa chakudya chotafuna kopangidwa kaamba ka mtundu wa zotafuna za chimanga ku Mexico. Malamulo atsopano a dziko analetsa kugwiritsa ntchito zithunzi za anthu (characters) pa zotakata, choncho chithunzi cha nthawi yayitali chinachotsedwa. Chilembo chachikulu C chinapangidwa ngati chithunzi chachikulu chapakati. Chilemobcho ndi cha typographic, chosangalatsa komanso chosiyana, ndipo chimagwira ntchito pa mitundu yonse ya kukoma. Kutakatako kungathenso kusinthidwa kaamba ka misika ya kwanuko. Paketi iliyonse ili ndi mulifupi wa 132.5 mm ndi msinkhu wa 250 mm. Kapangidwe kake kamagwiritsa ntchito kusindikiza kwa flexographic pa chinthu cha foil.
The Recognition
About the Mphoto ya Siliva ya A' Design Award
Cheetos Redesign Kutakata kwa Chakudya Chotafuna ndi mmodzi mwa opambana a Mphoto ya Siliva ya A' Design Award, kuzindikirika kolemekezeka modabwitsa komwe kumaperekedwa kwa mapangidwe a pamwamba, okongola ndi ochititsa chidwi. Opambana a Siliva ndi ntchito zowala kwambiri ndi zolenga kwambiri zomwe zimaonetsa ukatswiri, luso ndi nzeru zakuthwa za opanga awo. Cheetos Redesign Kutakata kwa Chakudya Chotafuna akuyembekezeka kukhala ntchito yodabwitsa yoonetsedwa, yaukatswiri wapadera ndi yatsopano kwambiri. Mapangidwe opambana Mphoto ya Siliva ya A' Design Award awa ndi chopangidwa chodziwika kwambiri ndi choyamikiridwa chomwe chimapindulitsa ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Cheetos Redesign Kutakata kwa Chakudya Chotafuna ndi cholengedwa chomwe anthu ambiri amachichitira nsanje, chomwe chimadzutsa zilakolako, kubweretsa maganizo abwino ndi kuyatsa kudabwa ndi chidwi.
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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