Cheetos Redesign Foncion primària : Empaquetatge d'aperitius per Dennis Furniss

Lo dissènh Cheetos Redesign Foncion primària : Empaquetatge d'aperitius per Dennis Furniss es un laureat autfo estimfo del prestigfo 2021 A' Design Award d'Argent dins la Categoria de Competfo Dissènh d'Embalatge.

ArgentEmbalatge· 2021

Cheetos Redesign Foncion primària : Empaquetatge d'aperitius

per Dennis Furniss

Client : PepsiCo International Mexico

Laureat del A' Design Award d'Argent dins la Categoria Embalatge

35,936

Laureat de Prèmi Verificat

Verificar l'Estat del Prèmi per #122989

Visitar lo site Veire a A' Design Award Comunicat de premsa Insígnia del prèmi

Colors

Lo Concèpte

A prepaus de Cheetos Redesign Foncion primària : Empaquetatge d'aperitius

Cheetos Redesign es un design d'empaquetatge d'aperitius creat per una marca de biscuits de milh en Mexic. De novèlas reglementacions nacionalas an interdich l'utilizacion de personatges sus los empaquetatges, doncas la mascòta anciana foguèt levada. Una granda letra C foguèt desvolopada coma element grafic central. La letra es tipografica, joganta e distintiva, e fonciona sus tota la gamma de sabors. Lo design se pòt tanben adaptar als mercats locals. Cada paquet mesura 132,5 mm de largor e 250 mm de nautor. La produccion utiliza l'estampatge flexografic sus un supòrt de fuèlha metallica.

La Reconoissença

A prepaus del A' Design Award d'Argent

Cheetos Redesign Foncion primària : Empaquetatge d'aperitius a ganhat la distincion A' Design Award d'Argent, una reconeissença extraordinàriament prestigiosa acordada a de designs d'ort de gamma, esplendids e impressionants. Los ganhaires de l'Argent son d'òbras terriblament brilhantas e extrèmament creativas que illustran l'experiéncia, lo talent e la finessa excepcionals de lors designers. S'espèra que Cheetos Redesign Foncion primària : Empaquetatge d'aperitius siá una òbra meravilhosa e de referéncia, notablament professionala e prigondament innovanta. Aqueste design ganhaire de la distincion A' Design Award d'Argent es una invencion fòrça notabla e admirada, que fa un ben e fa avançar las frontièras de l'art, de la sciéncia, del design e de la tecnologia. Cheetos Redesign Foncion primària : Empaquetatge d'aperitius es una creacion immensament envejada que desrevelha de desirs, aduch de sentiments positius e fa néisser l'estonament e l'esmaiment.

Darrièr lo concèpte

Kit de premsa

Crèdits, membres de l'equipa e detalhs tecnics fornits pel designer.

Proprietats Unicas: 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 e Embalatge: width 132.5 mm x height 250 mm
Etiquetas: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Tecnologia de Produccion: Flexo printing over foil substrate.
Desaffo de Dissènh: 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?
Recèrca: 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.
Inspiracion: 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.
Durada del Projècte: Mexico, initiated, completed, and launched in 2020
Flux Operacional: 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.
Membres de l'Equipa: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Crèdits d'Imatges: All images are property of PepsiCo International