Lay's More Belgian Really Impossible ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2023 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2023
Lay's More Belgian Really Impossible ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ
by PepsiCo Design and Innovation
Client: PepsiCo Design & Innovation
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
- 32,111
- Verified Award Winner
- Verify Award Status for #149717
The Design
About Lay's More Belgian Really Impossible ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ
Lay's More Belgian Really Impossible ᱫᱚ ᱵᱮᱞᱡᱤᱭᱟᱢ ᱨᱮ ᱟᱹᱠᱷᱨᱤᱸᱜ ᱠᱟᱱ ᱟᱞᱩ ᱪᱤᱯᱥ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱥᱤᱢᱟᱹ ᱠᱟᱛᱮᱫ ᱪᱷᱟᱯᱟ (ᱞᱤᱢᱤᱴᱮᱰ ᱮᱰᱤᱥᱚᱱ) ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱯᱮᱠᱮᱡᱤᱝ ᱨᱮ Brussels Ketjep ᱥᱟᱶᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱵᱟᱨᱭᱟ ᱱᱟᱶᱟ ᱴᱚᱴᱷᱟᱨᱮᱱᱟᱜ ᱥᱚᱣᱟᱫ ᱩᱫᱩᱜ ᱟᱠᱟᱱᱟ᱾ ᱵᱮᱞᱡᱤᱭᱟᱢ ᱨᱮᱱ ᱠᱤᱨᱤᱧᱤᱡ ᱠᱚ ᱠᱮᱴᱮᱡ ᱴᱚᱴᱷᱟ ᱪᱮᱛᱟᱱ ᱞᱮᱠᱟᱛᱮ ᱰᱤᱡᱟᱭᱤᱱ ᱵᱤᱪᱟᱹᱨ ᱮᱢ ᱞᱟᱹᱜᱤᱫ ᱠᱚ ᱱᱮᱦᱚᱨ ᱞᱮᱱᱟ, ᱟᱨ ᱡᱟᱦᱟᱸ ᱵᱟᱨᱭᱟ ᱵᱤᱪᱟᱹᱨ ᱥᱟᱱᱟᱢ ᱠᱷᱚᱱ ᱡᱟᱹᱥᱛᱤ ᱵᱷᱚᱴ ᱠᱚ ᱧᱟᱢ ᱞᱮᱫᱟ, ᱚᱱᱟ ᱠᱚ ᱯᱮᱠ ᱪᱮᱛᱟᱱ ᱨᱮ ᱩᱫᱩᱜ ᱟᱨ ᱛᱮᱭᱟᱨᱤᱡ ᱠᱚᱣᱟᱜ ᱧᱩᱛᱩᱢ ᱥᱟᱶᱛᱮ ᱚᱞ ᱟᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱦᱚᱨ ᱫᱚ ᱚᱱᱟ ᱥᱱᱮᱠᱥ ᱵᱟᱡᱟᱨ ᱨᱮᱭᱟᱜ ᱛᱮᱞᱟ ᱞᱮᱠᱟᱛᱮ ᱠᱟᱹᱢᱤ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱨᱮ ᱴᱚᱴᱷᱟᱨᱮᱱᱟᱜ ᱵᱽᱨᱟᱸᱰ ᱠᱚ ᱞᱟᱹᱠᱛᱤᱭᱟᱱ ᱥᱚᱣᱟᱫ ᱟᱨ ᱫᱟᱹᱵᱤ ᱠᱚ ᱮᱢᱚᱜ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱨᱮᱭᱟᱜ ᱞᱟᱹᱠᱛᱤ ᱫᱚ Lay's ᱵᱽᱨᱟᱸᱰ ᱨᱮᱱ ᱱᱤᱛᱚᱜᱟᱜ ᱠᱤᱨᱤᱧᱤᱡ ᱠᱚ ᱫᱚᱦᱚ ᱛᱟᱦᱮᱸᱱ ᱟᱨ ᱱᱟᱶᱟ ᱠᱤᱨᱤᱧᱤᱡ ᱠᱚ ᱟᱹᱜᱩ ᱞᱟᱹᱜᱤᱫ ᱠᱟᱱᱟ᱾
The Recognition
About the A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Lay's More Belgian Really Impossible 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᱾ Lay's More Belgian Really Impossible 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 recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay’s brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay’s launched two new iconic and localized flavors for the Belgian market.
- Inspiration
- Lay’s decided to directly engage Belgian consumers in the design process by challenging them to come up with design concepts “so Belgian” that they would spark fun and capture authentic local insights. The two most voted designs would then have the honor of being featured and credited on #MoreBelgianisReallyImpossible limited edition packs and win 5000€ for their contributions.
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