Cheetos Redesign Primary Function: Pakete ng Meryenda ni Dennis Furniss

Ang disenyo na Cheetos Redesign Primary Function: Pakete ng Meryenda ni Dennis Furniss ay isang lubhang iginagalang na nagwagi ng napaka-prestihiyosong 2021 A' Design Award na Pilak sa Kategoryang Paligsahan na Disenyo ng Pakete.

PilakPakete· 2021

Cheetos Redesign Primary Function: Pakete ng Meryenda

ni Dennis Furniss

Kliyente: PepsiCo International Mexico

Nagwagi ng A' Design Award na Pilak sa Kategoryang Pakete

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Ang Disenyo

Tungkol sa Cheetos Redesign Primary Function: Pakete ng Meryenda

Ang Cheetos Redesign ay isang disenyo ng pakete para sa meryenda na nilikha para sa isang brand ng corn snack sa Mexico. Ang bagong pambansang regulasyon ay nagbawal sa paggamit ng mga karakter sa mga pakete, kaya inalis ang matagal nang mascot. Isang malaking letrang C ang binuo bilang pangunahing graphic asset. Ang letra ay tipograpiko, mapaglaro at natatangi, at gumagana ito sa buong hanay ng mga lasa. Maaari ring iakma ang disenyo para sa mga lokal na merkado. Ang bawat pakete ay may sukat na 132.5 mm ang lapad at 250 mm ang taas. Gumagamit ang produksyon ng flexographic printing sa isang foil substrate.

Ang Pagkilala

Tungkol sa A' Design Award na Pilak

Ang Cheetos Redesign Primary Function: Pakete ng Meryenda ay nagwagi ng A' Design Award na Pilak, isang pambihirang prestihiyosong pagkilalang iginagawad sa mga disenyong nasa pinakamataas na antas, nakabibighani at kahanga-hanga. Ang mga nagwagi ng Pilak ay mga likhang lubhang makinang at napakamalikhain na naglalarawan sa pambihirang kadalubhasaan, talento at talas ng isip ng kanilang mga tagapagdisenyo. Inaasahang ang Cheetos Redesign Primary Function: Pakete ng Meryenda ay isang kahanga-hangang likhang huwaran na kapansin-pansing propesyonal at malalim na makabago. Ang disenyong ito na nagwagi ng A' Design Award na Pilak ay isang lubhang kapansin-pansin at hinahangaang imbensyon na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Cheetos Redesign Primary Function: Pakete ng Meryenda ay isang likhang labis na kinaiinggitan na gumigising ng mga hangarin, nagdadala ng positibong damdamin at nagpapasiklab ng pagkamangha at pagkabighani.

Sa Likod ng Disenyo

Press Kit

Mga kredito, miyembro ng koponan at teknikal na detalye na ibinigay ng taga-disenyo.

Mga Natatanging Katangian: 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?
Mga Sukat at Packaging: width 132.5 mm x height 250 mm
Mga Tag: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Teknolohiya sa Produksyon: Flexo printing over foil substrate.
Hamon sa Disenyo: 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?
Pananaliksik: 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.
Inspirasyon: 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.
Tagal ng Proyekto: Mexico, initiated, completed, and launched in 2020
Daloy ng Operasyon: 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.
Mga Miyembro ng Koponan: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Mga Credit ng Larawan: All images are property of PepsiCo International