Cheetos Redesign Primary Function: Afifi o Meaʻai Faafuasei by Dennis Furniss

Cheetos Redesign Primary Function: Afifi o Meaʻai Faafuasei by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Ario in Mamanu Afifi Competition Category.

ArioAfifi· 2021

Cheetos Redesign Primary Function: Afifi o Meaʻai Faafuasei

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award Ario Winner in Afifi Category

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Colors

The Design

About Cheetos Redesign Primary Function: Afifi o Meaʻai Faafuasei

Ua faia le Cheetos Redesign o se faataʻitaʻiga o le afifi o meaʻai faafuasei mo se ituaiga meaʻai faafuasei sana i Mekisiko. O tulafono fou faaleatunuu na faasaina ai le faaaogaina o tagata pese i luga o afifi, o lea na aveesea ai le tagata pese ua leva ona i ai. Na atiaʻe se mataitusi tele o le C e fai ma vaega autu o ata. O le mataitusi e faatatau i mataitusi, e faafiafia ma faapitoa, ma e aoga i le tele atoa o tofo eseese. E mafai foi ona fetuunaʻi le mamanu mo maketi faalotoifale. E 132.5 mm le lautele o afifi taʻitasi ma 250 mm le maualuga. O le gaosiga e faaaoga ai le lomitusi flexographic i luga o se mea tuu apa uʻamea.

The Recognition

About the A' Design Award Ario

O le A' Design Award Ario na manumalo ai Cheetos Redesign Primary Function: Afifi o Meaʻai Faafuasei, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Cheetos Redesign Primary Function: Afifi o Meaʻai Faafuasei e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Cheetos Redesign Primary Function: Afifi o Meaʻai Faafuasei o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.

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