Cheetos Redesign د خوراکي ساده خوراک بسته بندي by Dennis Furniss

Cheetos Redesign د خوراکي ساده خوراک بسته بندي by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 د سپینو زرو A' Design Award جایزه in د بسته‌بندۍ ډیزاین Competition Category.

سپین زربسته‌بندي· 2021

Cheetos Redesign د خوراکي ساده خوراک بسته بندي

by Dennis Furniss

Client: PepsiCo International Mexico

د سپینو زرو A' Design Award جایزه Winner in بسته‌بندي Category

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Colors

The Design

About Cheetos Redesign د خوراکي ساده خوراک بسته بندي

د چیتوز نوی ډیزاین د مکسیکو د یوه جوارو خوراک برانډ لپاره جوړ شوی د خوراکي ساده خوراک بسته بندي ډیزاین دی. نویو ملي مقرراتو د بسته بندي پر مخ د کرکټرونو کارول منع کړل، نو له همدې امله اوږدمهاله مشهور کرکټر لرې شو. یو لوی توری C د مرکزي ګرافیکي عنصر په توګه جوړ شو. دا توری تایپوګرافیک، لوبغاړی او ځانګړی دی، او د خوندونو له بشپړ لړۍ سره کار کوي. دا ډیزاین د محلي بازارونو لپاره هم تطبیق کیدلی شي. هره بسته د ۱۳۲.۵ ملي مترو په پلنوالي او ۲۵۰ ملي مترو په لوړوالي ده. په تولید کې د فویل پر سطحه فلیکسوګرافیک چاپ کارول کیږي.

The Recognition

About the د سپینو زرو A' Design Award جایزه

Cheetos Redesign د خوراکي ساده خوراک بسته بندي د سپینو زرو A' Design Award جایزې ګټونکی دی، یوه غیرعادي ویاړلې پېژندنه چې لوړې درجې، ښکلو، لوړو او اغېزناکو ډیزاینونو ته ورکول کېږي. د سپینو زرو ګټونکي ډېر ځلانده او خورا خلاقي کارونه دي چې د خپلو ډیزاینرانو غوره مهارت، استعداد او ځیرکتیا ښيي. له Cheetos Redesign د خوراکي ساده خوراک بسته بندي څخه تمه کېږي چې یو عالي، نمونه کار وي چې په پام وړ ډول مسلکي او په ژوروالي نوښتګر دی. دا د سپینو زرو A' Design Award جایزې ګټونکی ډیزاین یو ډېر د پام وړ او ستایل شوی اختراع دی چې ګټه رسوي او د هنر، ساینس، ډیزاین او ټیکنالوژۍ حدود مخکې وړي. Cheetos Redesign د خوراکي ساده خوراک بسته بندي یو جوړښت دی چې پر هغه ډېر حسد کېږي، هیلې ویښوي، مثبت احساسات راوړي او حیرانتیا او تعجب راپاروي.

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