Lay's Smiles Campaign 食品包装 by PepsiCo Design and Innovation

Lay's Smiles Campaign 食品包装 by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2022 A' Design Award 铜奖 in 包装设计 Competition Category.

铜包装· 2022

Lay's Smiles Campaign 食品包装

by PepsiCo Design and Innovation

A' Design Award 铜奖 Winner in 包装 Category

24,636

Verified Award Winner

Verify Award Status for #137247

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lay's Smiles Campaign 食品包装

乐事微笑主题活动是一款在俄罗斯发布的食品包装设计。每个包装袋上的主要视觉元素都是一张大大的笑脸。该包装延续了乐事既有的视觉识别系统，并保留了用以标示产品口味的色彩提示。包装上还展示了对Best Buddies基金会"友谊计划"的支持——每售出一袋，即向该计划捐赠一卢布。其意图在于传递积极正向的信息，并将品牌塑造为一个富有使命感的品牌。

The Recognition

About the A' Design Award 铜奖

Lay's Smiles Campaign 食品包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Lay's Smiles Campaign 食品包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Lay's Smiles Campaign 食品包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: After a challenging year, Lay’s felt the world could use a dose of happiness. So Lay’s launched its latest iteration of its Smile Campaign in Russia, promoting positive vibes and sharing joy with others. The Smile Campaign is supporting a local foundation–a move for Lay’s to take a big step forward in establishing itself as a purposeful brand. The Lay’s Smile Campaign supports the Friendship Program of the Best Buddies Foundation with one ruble donated from each pack purchased.
Inspiration: The design challenge for the Lay’s Smile Campaign was to bring together many different important elements to create a cohesive and joyful pack. The Design Team needed to include both a smiling face as the main design element, stay true to the overarching Lay’s VIS for brand unity and maintain flavor cues, while visually incorporating the support of the Best Buddies Foundation.

Read the Press Release