Cheetos Redesign Ufungashaji wa Vitafunio by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Tuzo ya Fedha ya A' Design Award in Usanifu wa Ufungashaji Competition Category.
FedhaUfungashaji· 2021
Cheetos Redesign Ufungashaji wa Vitafunio
Client: PepsiCo International Mexico
Tuzo ya Fedha ya A' Design Award Winner in Ufungashaji Category
Verified Award Winner
Verify Award Status for #122989The Design
About Cheetos Redesign Ufungashaji wa Vitafunio
Cheetos Redesign ni muundo wa ufungashaji wa vitafunio ulioundwa kwa ajili ya chapa ya vitafunio vya mahindi nchini Mexico. Kanuni mpya za kitaifa zilipiga marufuku matumizi ya wahusika kwenye vifungashio, kwa hivyo kielelezo cha muda mrefu kiliondolewa. Herufi kubwa C ilitengenezwa kuwa nembo kuu ya kigrafiki. Herufi hiyo ni ya kiuchapaji, ya kuchezacheza na yenye upekee, na inafanya kazi katika safu nzima ya ladha. Muundo huu unaweza pia kubadilishwa kulingana na masoko ya maeneo mbalimbali. Kila pakiti ina upana wa milimita 132.5 na urefu wa milimita 250. Uzalishaji hutumia uchapishaji wa flexografia kwenye msingi wa foili.
The Recognition
About the Tuzo ya Fedha ya A' Design Award
Cheetos Redesign Ufungashaji wa Vitafunio ni mshindi wa Tuzo ya Fedha ya A' Design Award, utambuzi wenye heshima kubwa ya ajabu unaotolewa kwa miundo ya hali ya juu kabisa, ya kupendeza na ya kuvutia. Washindi wa Fedha ni kazi zinazong'aa mno na bunifu kupita kiasi zinazoonyesha utaalamu bora, kipaji na busara ya wabunifu wao. Cheetos Redesign Ufungashaji wa Vitafunio inatarajiwa kuwa kazi nzuri ya kuigwa ambayo ni ya kitaalamu kwa kiasi kikubwa na yenye ubunifu wa kina. Muundo huu ulioshinda Tuzo ya Fedha ya A' Design Award ni uvumbuzi unaojulikana sana na kupendwa, unaonufaisha na kupanua mipaka ya sanaa, sayansi, usanifu na teknolojia. Cheetos Redesign Ufungashaji wa Vitafunio ni kazi inayotamaniwa mno inayochochea hamu, huleta hisia chanya na huzua mshangao na mastaajabu.
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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