Cheetos Redesign Primary Function: Тәгам сохарилары өчен төргәк by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Көмеш бүләге in Упаковка Дизайны Competition Category.
КөмешУпаковка· 2021
Cheetos Redesign Primary Function: Тәгам сохарилары өчен төргәк
Client: PepsiCo International Mexico
A' Design Award Көмеш бүләге Winner in Упаковка Category
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- Verified Award Winner
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The Design
About Cheetos Redesign Primary Function: Тәгам сохарилары өчен төргәк
Book Text: Cheetos Redesign — Мексикадагы кукуруз тәгамнары брендысы өчен эшләнгән төргәк дизайны. Яңа милли кагыйдәләр төргәкләрдә персонажлар кулланылуын тыйгач, күптәннән билгеле маскот алып ташланды. Үзәк график элемент буларак зур C хәрефе эшләнде. Хәреф типографик, уенчак һәм үзенчәлекле, ул тәмнәрнең бөтен спектрында да яхшы эшли. Дизайн шулай ук җирле базарларга да җайлаштырылырга мөмкин. Һәр төргәкнең киңлеге 132,5 мм, биеклеге 250 мм. Җитештерүдә фольга нигезендә флексографик басма кулланыла.
The Recognition
About the A' Design Award Көмеш бүләге
Cheetos Redesign Primary Function: Тәгам сохарилары өчен төргәк – A' Design Award Көмеш бүләге җиңүчесе, бу гадәттән тыш абруйлы танып белү, ул югары класслы, чибәр һәм тәэсирле дизайннарга бирелә. Көмеш җиңүчеләре – үз дизайнерларының искиткеч белемен, талантын һәм үткенлеген күрсәтүче бик ялтыравыклы һәм иҗади эшләр. Cheetos Redesign Primary Function: Тәгам сохарилары өчен төргәк искиткеч, үрнәк булырлык, игътибарга лаеклы профессиональ һәм тирән яңалыклы әсәр булыр дип көтелә. A' Design Award Көмеш бүләге җиңүче бу дизайн – сәнгать, фән, дизайн һәм технология чикләрен алга җигүче файдалы, югары бәяләнгән уйлап табу. Cheetos Redesign Primary Function: Тәгам сохарилары өчен төргәк – күпләрнең көнләшкән, теләкләрне уятучы, уңай хисләр китерүче һәм хәйранлык һәм гаҗәпләнү тудыручы иҗат җимеше.
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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