Cheetos Redesign Primary Function: Ipakethe Yokutya Okuncinci ngu-Dennis Furniss

Uyilo olubizwa ngokuba yi-Cheetos Redesign Primary Function: Ipakethe Yokutya Okuncinci olwenziwe ngu-Dennis Furniss ngumwini obekekileyo webhaso elinobukhazikhazi le-2021 Ibhaso Lesilivere le-A' Design Award Kudidi Lokhuphiswano lwe-Uyilo lwePakheji.

IsilivereIpakheji· 2021

Cheetos Redesign Primary Function: Ipakethe Yokutya Okuncinci

ngu Dennis Furniss

Umxhasi: PepsiCo International Mexico

Umwini we-Ibhaso Lesilivere le-A' Design Award Kudidi Lwe-Ipakheji

34,777

Umwini Webhaso Oqinisekisiweyo

Qinisekisa Isimo Sebhaso se-#122989

Tyelela iSayithi Jonga kwi-A' Design Award Uxwebhu Lweendaba Ibheji Yembasa

Imibala

Uyilo

Malunga ne-Cheetos Redesign Primary Function: Ipakethe Yokutya Okuncinci

Book Text: I-Cheetos Redesign yiyilo lepakethe yokutya okuncinci eyenzelwe umzila wokutya okwenziwe ngombona eMexico. Imithetho emitsha yesizwe yathintela ukusetyenziswa kwabalinganiswa kwiipakethe, ngoko ke isikhethsezikhono ekudala sisebenza sasuswa. Kwaphuhliswa unobumba omkhulu othi C njengesixhobo esiphambili sezobugcisa. Lo nobumba ungowohlobo lokubhala, uyadlala kwaye wahlukile, kwaye usebenza kuyo yonke inqwelo yeencasa. Uyilo lunako nokuguqulwa lungqubelwe kwiimarike zasekhaya. Ipakethe nganye ilingana ne-132.5 mm ububanzi kunye ne-250 mm ubude. Ukuveliswa kusebenzisa ushicilelo lweflexographic kwisiseko sefoyili.

Ukuqatshelwa

Malunga ne-Ibhaso Lesilivere le-A' Design Award

Cheetos Redesign Primary Function: Ipakethe Yokutya Okuncinci ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. Cheetos Redesign Primary Function: Ipakethe Yokutya Okuncinci iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Cheetos Redesign Primary Function: Ipakethe Yokutya Okuncinci yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

Emva Koyilo

Ikhithi Yeendaba

Iziqinisekiso, amalungu eqela kunye neenkcukacha zobugcisa ezinikezelwe ngumyili.

Iimpawu Ezizodwa: 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?
Imilinganiselo nePakishini: width 132.5 mm x height 250 mm
Iithegi: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Ubuchwepheshe Bokuvelisa: Flexo printing over foil substrate.
Umngeni Woyilo: 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?
Uphando: 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.
Inkuthazo: 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.
Ubude Beprojekthi: Mexico, initiated, completed, and launched in 2020
Ukuhamba Komsebenzi: 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.
Amalungu Eqela: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Amagunya Emifanekiso: All images are property of PepsiCo International