Ifeza Ipaki · 2021
Cheetos Redesign Primary Function: Ipfundikwa ry'Ibiryobisogongerwa
- Igihembo cya A' Design Award cya Ifeza 2021 in Ipaki
- CLIENT: PepsiCo International Mexico
- Estimated Number of Design Views: 34,777
- Verification code E8470601B1 · Verify this award
Colors
About Cheetos Redesign Primary Function: Ipfundikwa ry'Ibiryobisogongerwa
Cheetos Redesign ni igishushanyo cy'ipfundikwa ry'ibiryobisogongerwa cyakorewe ikirango cy'utunyabinyampeke two mu Mexico. Amategeko mashya y'igihugu yabujije gukoresha inyandurunda ku mapfundikwa, bituma iyo nyandurunda yamaze igihe kirekire ikurwaho. Inyuguti nini C yateguwe nk'igishushanyo cy'ingenzi rwagati. Iyo nyuguti ni iy'imyandikire, ikinishwa kandi iranga ibindi, kandi ikora ku bwoko bwose bw'uburyohe. Iki gishushanyo gishobora no guhinduka bijyanye n'isoko ry'aho hantu. Buri gapfundika kafite ubugari bwa mm 132.5 n'ubuhagarike bwa mm 250. Ubukorwa bukoresha icapa rya flexographic ku rusenge rwa foil.
About the Igihembo cya A' Design Award cya Ifeza
Cheetos Redesign Primary Function: Ipfundikwa ry'Ibiryobisogongerwa ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Cheetos Redesign Primary Function: Ipfundikwa ry'Ibiryobisogongerwa biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Cheetos Redesign Primary Function: Ipfundikwa ry'Ibiryobisogongerwa ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.
Press Kit
- 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.
- Image Credits
- All images are property of PepsiCo International
