Cheetos Redesign Fungsi Utama: Kemasan Kadaharan Cemilan by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Perak in Desain Bungkusan Competition Category.
PerakBungkusan· 2021
Cheetos Redesign Fungsi Utama: Kemasan Kadaharan Cemilan
Client: PepsiCo International Mexico
A' Design Award Perak Winner in Bungkusan Category
- 34,777
- Verified Award Winner
- Verify Award Status for #122989
The Design
About Cheetos Redesign Fungsi Utama: Kemasan Kadaharan Cemilan
Cheetos Redesign nyaéta desain kemasan kadaharan cemilan anu dijieun pikeun mérek cemilan jagong di Mexico. Aturan nasional anu anyar ngalarang panggunaan karakter dina kemasan, ku kituna maskot anu geus lila dipaké téh dipiceun. Hurup C anu badag dikembangkeun jadi aset grafis pangpentingna. Hurup éta téh típografis, resep, jeung has, sarta bisa dipaké dina sakumna rentang rasa. Desainna ogé bisa diluyukeun keur pasar lokal. Unggal kemasan ukuranana 132,5 mm rubakna jeung 250 mm luhurna. Produksina ngagunakeun percétakan fléksografi dina substrat foil.
The Recognition
About the A' Design Award Perak
Cheetos Redesign Fungsi Utama: Kemasan Kadaharan Cemilan mangrupa juara A' Design Award Perak, pangakuan anu luar biasa bergengsi anu dipasihkeun ka desain kelas luhur, endah jeung matak kagum. Para juara Perak téh karya anu pohara cemerlang jeung pohara kréatif anu ngagambarkeun kaahlian, bakat jeung kapinteran para désainerna. Cheetos Redesign Fungsi Utama: Kemasan Kadaharan Cemilan diharepkeun jadi karya anu éndah, karya andalan anu pohara profésional jeung pohara inovatif. Desain juara A' Design Award Perak ieu mangrupa panemuan anu pohara kasohor jeung dikagumi anu mangpaat sarta ngamajukeun watesan seni, élmu, desain jeung téknologi. Cheetos Redesign Fungsi Utama: Kemasan Kadaharan Cemilan mangrupa kréasi anu pohara diirikeun anu ngahudang kahayang, ngabawa rasa positip, jeung ngahudangkeun rasa heran jeung kagum.
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
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
