Cheetos Redesign Primary Function: Baakadaynta Cuntada Fudud by Dennis Furniss

Cheetos Redesign Primary Function: Baakadaynta Cuntada Fudud by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Abaalmarinta Lacagta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.

LacagXirmooyin· 2021

Cheetos Redesign Primary Function: Baakadaynta Cuntada Fudud

by Dennis Furniss

Client: PepsiCo International Mexico

Abaalmarinta Lacagta ah ee A' Design Award Winner in Xirmooyin Category

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Colors

The Design

About Cheetos Redesign Primary Function: Baakadaynta Cuntada Fudud

Book Text: Cheetos Redesign waa naqshad baakadayn cunto fudud oo loo sameeyay astaan cunto fudud ah oo galley ah oo dalka Mexico ku taal. Sharciyo cusub oo qaran ayaa mamnuucay isticmaalka jilayaal lagu daabaco baakadaha, sidaa darteed calaamada astaanta ah ee muddada dheer jirtay waa la saaray. Xaraf weyn oo C ah ayaa loo sameeyay inuu noqdo hantida naqshadeed ee ugu muhiimsan. Xarafku waa mid farsameed, ciyaartoy ah oo gaar ah, waxaana uu ka shaqeeyaa dhammaan noocyada dhadhanka kala duwan. Naqshadda sidoo kale waa la waafajin karaa suuqyada maxalliga ah. Baakad kastaa waxay leedahay ballaac 132.5 mm iyo dherer 250 mm. Wax soo saarku wuxuu isticmaalaa daabacaad flexographic ah oo lagu sameeyay dusha sare ee foil ah.

The Recognition

About the Abaalmarinta Lacagta ah ee A' Design Award

Cheetos Redesign Primary Function: Baakadaynta Cuntada Fudud waa guuleystaha Abaalmarinta Lacagta ah ee A' Design Award, aqoonsi sharaf aad u sarreeya oo la siiyo naqshado heerka ugu sarreeya oo quruxsan oo soo jiidasho leh. Guuleystayaasha Lacagta waa shaqooyin aad u dhalaalaya iyo hal-abuur sare leh oo muujiya khibrad, hibo iyo hufnaan naqshadeeyayaashooda. Cheetos Redesign Primary Function: Baakadaynta Cuntada Fudud waa shaqo la filayo inay noqoto shaqo quruxsan oo tusaale ah, xirfad cad leh oo hal-abuur qoto dheer leh. Naqshadahan ku guuleystay Abaalmarinta Lacagta ah ee A' Design Award waa hal-abuur aad loo dareemo oo la ammaano, waxtar leh oo hormariya xuduudaha farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada. Cheetos Redesign Primary Function: Baakadaynta Cuntada Fudud waa hal-abuur dad badan ay doonayaan, kicisa rabitaanno, keena dareenno wanaagsan oo abuura yaab.

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