Cheetos Redesign Primary Function: Gazakli Ovqat Qadoqlash by Dennis Furniss

Cheetos Redesign Primary Function: Gazakli Ovqat Qadoqlash by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Kumush Mukofoti in Qadoqlash Dizayni Competition Category.

KumushQadoqlash· 2021

Cheetos Redesign Primary Function: Gazakli Ovqat Qadoqlash

by Dennis Furniss

Client: PepsiCo International Mexico

A' Design Award Kumush Mukofoti Winner in Qadoqlash Category

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Colors

The Design

About Cheetos Redesign Primary Function: Gazakli Ovqat Qadoqlash

Cheetos Redesign — Meksikadagi makkajoʻxori gazaklari brendi uchun yaratilgan gazakli ovqat qadoqlash dizayni. Yangi milliy qoidalar qadoqlashda personajlardan foydalanishni taqiqlagani sababli, uzoq yillar davomida qoʻllanilgan maskot olib tashlandi. Markaziy grafik element sifatida katta C harfi ishlab chiqildi. Bu harf tipografik, oʻynoqi va oʻziga xos boʻlib, barcha taʼm turlari boʻylab yaxshi ishlaydi. Dizaynni mahalliy bozorlarga ham moslashtirish mumkin. Har bir qadoq eni 132,5 mm va balandligi 250 mm oʻlchamga ega. Ishlab chiqarishda folga asosda fleksografik bosma texnologiyasi qoʻllaniladi.

The Recognition

About the A' Design Award Kumush Mukofoti

Cheetos Redesign Primary Function: Gazakli Ovqat Qadoqlash A' Design Award Kumush Mukofotining g‘olibi bo‘lib, bu go‘zal, ulug‘vor va ta’sirchan eng yuqori darajadagi dizaynlarga beriladigan favqulodda nufuzli e’tirofdir. Kumush g‘oliblari o‘z dizaynerlarining ajoyib mahorati, iste’dodi va o‘tkirligini ko‘rsatuvchi juda yorqin va o‘ta ijodiy asarlardir. Cheetos Redesign Primary Function: Gazakli Ovqat Qadoqlash ajoyib, namunaviy, diqqatga sazovor darajada kasbiy va chuqur innovatsion asar bo‘lishi kutiladi. A' Design Award Kumush Mukofotini qo‘lga kiritgan ushbu dizayn san’at, fan, dizayn va texnologiya chegaralarini kengaytiruvchi juda e’tiborga loyiq, tahsinga sazovor ixtirodir. Cheetos Redesign Primary Function: Gazakli Ovqat Qadoqlash ko‘pchilik havas qiladigan, istaklarni uyg‘otadigan, ijobiy tuyg‘ular olib keladigan hamda hayrat va ajablanish uyg‘otadigan ijoddir.

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