Cheetos Redesign Primary Function: Mikhuna Q'apiy Pakaykuna by Dennis Furniss

Cheetos Redesign Primary Function: Mikhuna Q'apiy Pakaykuna by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Qullqi Premiu in Pilluchina Kamay Competition Category.

QullqiPilluchina· 2021

Cheetos Redesign Primary Function: Mikhuna Q'apiy Pakaykuna

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award Qullqi Premiu Winner in Pilluchina Category

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Colors

The Design

About Cheetos Redesign Primary Function: Mikhuna Q'apiy Pakaykuna

Cheetos Redesign nisqaqa huk sara mikhuna q'apiy pakay ruwaymi, Mexico suyupi huk sara mikhuna markapaq ruwasqa. Musuq suyu kamachikuykunam pakaykunapi runa rikch'aykunata jark'arqan, chayraykum unay watakuna kaq mascota nisqata hurqurqunku. Huk hatun C sananchatam qawana ruway kananpaq wiñachirqanku. Chay sananchaqa typographic nisqam, pukllanapaq hina, sut'i rikch'aynin ima, hinaspam llapan mikhuna q'apiykunapi allinta llamk'an. Kay ruwayqa suyupi ranti qhatukunapaqpas allichay atikunmi. Sapanka pakayqa 132.5 mm kinraynin, 250 mm sayaynin ima. Ruwaykuyqa flexographic ñit'iywanmi foil pataman ruwakun.

The Recognition

About the A' Design Award Qullqi Premiu

Cheetos Redesign Primary Function: Mikhuna Q'apiy Pakaykuna A' Design Award Qullqi Premiu mishak kan, ancha jatun yupaychay, kayta hanak, sumak shinallatak mancharina diseñukunaman kun. Qullqi mishak kashkakunaka ancha achikyaska shinallatak ancha mushuk ruraykunami, paykunata rurakkunapak yachayta, yuyayta shinallatak ushayta rikuchinku. Cheetos Redesign Primary Function: Mikhuna Q'apiy Pakaykuna ruray yachak, ñawpak shinallatak mushuk yuyayta charik sumak rurashka kanata munanku. Kay Qullqi Premiu japishka diseñuka ancha riksishka shinallatak yupaychashka yuyay kan, arti, siensia, diseñu shinallatak tekinolojía ñawpak ñankunata kichuk. Cheetos Redesign Primary Function: Mikhuna Q'apiy Pakaykuna achka runakunapak munashka rurashka kan, munayta kallarichin, alli yuyaykunata kun shinallatak mancharichin.

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