Cheetos Redesign Primary Function: Sephuthelo sa Lijo tsa Snack by Dennis Furniss

Cheetos Redesign Primary Function: Sephuthelo sa Lijo tsa Snack by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Moputso oa Silevera oa A' Design Award in Moralo wa Phuthelo Competition Category.

SileveraPhuthelo· 2021

Cheetos Redesign Primary Function: Sephuthelo sa Lijo tsa Snack

by Dennis Furniss

Client: PepsiCo International Mexico

Moputso oa Silevera oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Cheetos Redesign Primary Function: Sephuthelo sa Lijo tsa Snack

Cheetos Redesign ke moralo oa sephuthelo sa lijo tsa snack o entsoeng bakeng sa mofuta oa snack ea poone naheng ea Mexico. Melao e mecha ea naha e ile ea thibela tšebeliso ea baemeli ba lipale liphuthelong, kahoo mascot ea nako e telele e ile ea tlosoa. Tlhaku e kholo ea C e ile ea nchafatsoa ho ba lentsoe le boholeng ba setšoantšo se bohareng. Tlhaku ena e na le mokhoa oa mongolo, ea boithabiso ebile ea ikhethang, 'me e sebetsa mefuteng eohle ea tatso. Moralo o ka boela oa fetoheloa 'maraka oa lehae. Sephuthelo se seng le se seng se lekana bophara ba 132.5 mm le bophahamo ba 250 mm. Tlhahiso e sebelisa khatiso ea flexographic holim'a lisebelisoa tsa foil.

The Recognition

About the Moputso oa Silevera oa A' Design Award

Cheetos Redesign Primary Function: Sephuthelo sa Lijo tsa Snack ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Cheetos Redesign Primary Function: Sephuthelo sa Lijo tsa Snack e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Cheetos Redesign Primary Function: Sephuthelo sa Lijo tsa Snack ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

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