Cheetos Redesign Primär funktion: Förpackning för snacks by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award i Silver in Förpackningsdesign Competition Category.
SilverFörpackning· 2021
Cheetos Redesign Primär funktion: Förpackning för snacks
Client: PepsiCo International Mexico
A' Design Award i Silver Winner in Förpackning Category
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The Design
About Cheetos Redesign Primär funktion: Förpackning för snacks
Boktext: Cheetos Redesign är en snacksförpackning skapad för ett majssnacksvarumärke i Mexiko. Nya nationella bestämmelser förbjöd användning av figurer på förpackningar, så den mångåriga maskoten togs bort. Ett stort C utvecklades som den centrala grafiska tillgången. Bokstaven är typografisk, lekfull och distinkt, och den fungerar för hela smaksortimentet. Designen kan även anpassas till lokala marknader. Varje förpackning mäter 132,5 mm i bredd och 250 mm i höjd. Produktionen använder flexografiskt tryck på ett foliesubstrat.
The Recognition
About the A' Design Award i Silver
Cheetos Redesign Primär funktion: Förpackning för snacks är vinnare av A' Design Award i Silver, ett utomordentligt prestigefyllt erkännande som tilldelas förstklassiga, hänförande och imponerande designverk i toppskiktet. Silvervinnare är oerhört briljanta och utomordentligt kreativa verk som illustrerar sina formgivares enastående expertis, talang och skarpsinne. Cheetos Redesign Primär funktion: Förpackning för snacks förväntas vara ett underbart paradexempel som är anmärkningsvärt professionellt och djupt innovativt. Detta vinnande verk i A' Design Award i Silver är en mycket uppmärksammad, beundrad uppfinning som gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. Cheetos Redesign Primär funktion: Förpackning för snacks är en skapelse som avundas starkt, som väcker längtan, förmedlar positiva känslor och väcker förundran och häpnad.
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
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