Cheetos Redesign ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱥᱱᱮᱠ ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2021
Cheetos Redesign ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱥᱱᱮᱠ ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ
Client: PepsiCo International Mexico
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
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- Verified Award Winner
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The Design
About Cheetos Redesign ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱥᱱᱮᱠ ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ
Cheetos ᱨᱤᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱢᱮᱠᱥᱤᱠᱳ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱡᱚᱱᱚᱲᱟ ᱥᱱᱮᱠ ᱵᱽᱨᱟᱱᱰ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱠᱟᱱ ᱥᱱᱮᱠ ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ ᱾ ᱱᱟᱶᱟ ᱫᱮᱥ ᱨᱮᱭᱟᱜ ᱱᱤᱭᱟᱢ ᱠᱚ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱨᱮ ᱠᱟᱨᱮᱠᱴᱟᱨ ᱵᱮᱵᱷᱟᱨ ᱠᱩᱲᱟᱹᱣ ᱠᱮᱫᱟ, ᱚᱱᱟᱛᱮ ᱡᱟᱹᱲᱩᱜ ᱠᱷᱟᱱ ᱛᱟᱦᱮᱸ ᱠᱟᱱ ᱢᱟᱥᱠᱚᱴ ᱫᱚ ᱩᱪᱟᱹᱲ ᱚᱪᱚᱭᱮᱱᱟ ᱾ ᱢᱤᱫ ᱢᱟᱨᱟᱝ ᱚᱨᱚᱜ C ᱫᱚ ᱛᱟᱞᱟᱨᱮᱱ ᱜᱽᱨᱟᱯᱷᱤᱠ ᱟᱥᱮᱴ ᱞᱮᱠᱟ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱚᱨᱚᱜ ᱫᱚ ᱴᱟᱭᱯᱳᱜᱽᱨᱟᱯᱷᱤᱠ, ᱮᱸᱜᱮᱞᱟ ᱟᱨ ᱟᱹᱭᱫᱟᱹᱨᱤ ᱠᱟᱱᱟ, ᱟᱨ ᱱᱚᱶᱟ ᱫᱚ ᱡᱷᱚᱛᱚ ᱥᱟᱹᱣᱟᱫ ᱨᱮ ᱠᱟᱹᱢᱤ ᱮᱫᱟ ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱚᱱᱚᱞ ᱦᱟᱴ ᱞᱟᱹᱜᱤᱫ ᱦᱚᱸ ᱢᱟᱱᱟᱣ ᱫᱟᱲᱮᱭᱟᱜ ᱠᱟᱱᱟ ᱾ ᱢᱤᱫ ᱢᱤᱫ ᱯᱮᱠ ᱫᱚ ᱚᱥᱟᱨ ᱨᱮ 132.5 ᱢᱤᱢᱤ ᱟᱨ ᱩᱥᱩᱞ ᱨᱮ 250 ᱢᱤᱢᱤ ᱢᱟᱯ ᱨᱮ ᱢᱮᱱᱟᱜ-ᱟ ᱾ ᱛᱮᱭᱟᱨ ᱨᱮ ᱯᱷᱭᱩᱞ ᱥᱟᱵᱥᱴᱨᱮᱴ ᱨᱮ ᱯᱷᱞᱮᱠᱥᱳᱜᱽᱨᱟᱯᱷᱤᱠ ᱪᱷᱟᱯᱟ ᱵᱮᱵᱷᱟᱨ ᱦᱩᱭᱩᱜ-ᱟ ᱾
The Recognition
About the A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Cheetos Redesign ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱥᱱᱮᱠ ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Cheetos Redesign ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱥᱱᱮᱠ ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
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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