Cheetos Redesign Primary Function: Kupakeja Chikafu cheZvokudya Zvekurumidza by Dennis Furniss

Cheetos Redesign Primary Function: Kupakeja Chikafu cheZvokudya Zvekurumidza by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Mubairo weSirivha we A' Design Award in Dhizaini yePakejingi Competition Category.

SirivhaPakejingi· 2021

Cheetos Redesign Primary Function: Kupakeja Chikafu cheZvokudya Zvekurumidza

by Dennis Furniss

Client: PepsiCo International Mexico

Mubairo weSirivha we A' Design Award Winner in Pakejingi Category

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Colors

The Design

About Cheetos Redesign Primary Function: Kupakeja Chikafu cheZvokudya Zvekurumidza

Cheetos Redesign ipatani yekupakeja chikafu chekurumidza yakagadzirirwa brand yezvokudya zvechibage muMexico. Mitemo mitsva yenyika yakarambidza kushandiswa kwevatambi pamapakeji, saka mascot yakange yakagara yaripo yakabviswa. Rimwe bhii guru rekuti C rakagadzirwa sechinhu chikuru chegraphic. Bhii iri rakanyorwa nemhando yekunyora, rinofadza uye rakasiyana, uye rinoshanda muhwaro hwese hwekunhuhwirira. Dhizaini iyi inogonawo kuchinjwa kuti ienderane nemisika yemunharaunda. Pakiti rimwe nerimwe rakareba 132.5 mm muupamhi uye 250 mm mukukwirira. Kugadzirwa kunoshandisa kudhinda kweflexographic pahwaro hwefoil.

The Recognition

About the Mubairo weSirivha we A' Design Award

Mubairo weSirivha we A' Design Award wakahwinwa ne Cheetos Redesign Primary Function: Kupakeja Chikafu cheZvokudya Zvekurumidza, rukudzo rwakakwirira zvikuru runopiwa kumadhizaini epamusoro, anonaka uye anofadza. Vakunda veSirivha mabasa anopenya kwazvo uye ane kugadzira kwakasiyana anoratidza unyanzvi, hunyanzvi hwekusikwa nekungwara kwevagadziri vawo. Cheetos Redesign Primary Function: Kupakeja Chikafu cheZvokudya Zvekurumidza inotarisirwa kuva basa rinoshamisa, rinotangira vamwe, rine hunyanzvi hunoonekwa uye zvitsva zvakadzika. Dhizaini iyi yakahwina Mubairo weSirivha we A' Design Award chigadzirwa chinoshamisa, chinokudzwa chinobatsira uye chinosundira mberi miganhu yehunyanzvi, sayenzi, dhizaini netekinoroji. Cheetos Redesign Primary Function: Kupakeja Chikafu cheZvokudya Zvekurumidza chigadzirwa chinoshuvirwa nevazhinji, chinomutsa zvishuvo, chinouya nemanzwiro akanaka uye chinomutsa kushamisika.

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